RT Journal Article
SR Electronic
T1 How to Use Neuromeasures To Make Better Advertising Decisions
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 183
OP 192
DO 10.2501/JAR-2016-019
VO 56
IS 2
A1 Rachel Kennedy
A1 Haydn Northover
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/2/183.abstract
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.