Is it realistic to consider advertising strategy in terms of more than just levels on a “hierarchy of effect?” The authors report that it is. They present a five-alternative framework for advertising strategy based on attitude research which relates product and brand perceptions to consumer preferences.
No takes yet. Share an insight, caveat, or question.
Boyd et al. (1972) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context: