PT  - JOURNAL ARTICLE
AU  - Duane Varan
AU  - Annie Lang
AU  - Patrick Barwise
AU  - René Weber
AU  - Steven Bellman
TI  - How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?
AID  - 10.2501/JAR-55-2-176-191
DP  - 2015 Jun 01
TA  - Journal of Advertising Research
PG  - 176--191
VI  - 55
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/55/2/176.short
4100  - http://www.journalofadvertisingresearch.com/content/55/2/176.full
SO  - J Advert Res2015 Jun 01; 55
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.