... behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness (Green et al., 2016 , p. 317). This study addresses these concerns. We applied the PPI...

... principles, and regarding the need for further research. Design/methodology/approach – This paper addresses commentators’ concerns using logic, prior research findings and further analyses of the data. Findings – The superiority of the index method remains when a simple, theory-based, alternative...