Evaluation and Association : A Network Model of Advertising and Consumer Choice

I propose a neurally motivated network model of advertising where advertisements create complementarities among the directly observable attributes of a product, allowing a brand to obtain social value. The formalization of this process allows us to examine the indirect effects of advertising in addition to how ads might affect the decision utility of a product. I focus mainly on the externalities, both positive (spillovers) and negative (dilution), predicted by this model