%0 Journal Article %A Duane Varan %A Annie Lang %A Patrick Barwise %A René Weber %A Steven Bellman %T How Reliable Are Neuromarketers' Measures of Advertising Effectiveness? %B Data from Ongoing Research Holds No Common Truth among Vendors %D 2015 %R 10.2501/JAR-55-2-176-191 %J Journal of Advertising Research %P 176-191 %V 55 %N 2 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/55/2/176.full.pdf