RT Journal Article
SR Electronic
T1 How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 176
OP 191
DO 10.2501/JAR-55-2-176-191
VO 55
IS 2
A1 Duane Varan
A1 Annie Lang
A1 Patrick Barwise
A1 René Weber
A1 Steven Bellman
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/2/176.abstract
AB 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.