PT  - JOURNAL ARTICLE
AU  - Rachel Kennedy
AU  - Haydn Northover
TI  - How to Use Neuromeasures To Make Better Advertising Decisions
AID  - 10.2501/JAR-2016-019
DP  - 2016 Jun 01
TA  - Journal of Advertising Research
PG  - 183--192
VI  - 56
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/56/2/183.short
4100  - http://www.journalofadvertisingresearch.com/content/56/2/183.full
SO  - J Advert Res2016 Jun 01; 56
AB  - Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy. This article identifies issues with implementing such measures for better advertising decision making and discusses future research priorities. It cautions marketers not to believe all that is claimed and recommends further systematic testing of the measures. It provides buyers of neuroscientific research with questions that the authors believe should be asked of vendors. The authors encourage vendors to develop robust answers underpinned by empirical validations, which will advance advertising understanding and practice.