TY - JOUR T1 - How Reliable Are Neuromarketers' Measures of Advertising Effectiveness? JF - Journal of Advertising Research JO - J Advert Res SP - 176 LP - 191 DO - 10.2501/JAR-55-2-176-191 VL - 55 IS - 2 AU - Duane Varan AU - Annie Lang AU - Patrick Barwise AU - René Weber AU - Steven Bellman Y1 - 2015/06/01 UR - http://www.journalofadvertisingresearch.com/content/55/2/176.abstract N2 - Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process. Vendors in this evolving industry offer a confusing range of often proprietary differences in methodology. The authors of the current article analyzed results from “Neuro 1”—the Advertising Research Foundation's first neuro-standards trial—and revealed that there is no common truth, no single scientific reality exposed as a result of these new methods. Addressing what they believe is a need for greater transparency—even after “Neuro 2”—which used publicly available methods, the authors demonstrated how a buyer can compare the validity of different vendors' measures. ER -