TY - JOUR T1 - How to Use Neuromeasures To Make Better Advertising Decisions JF - Journal of Advertising Research JO - J Advert Res SP - 183 LP - 192 DO - 10.2501/JAR-2016-019 VL - 56 IS - 2 AU - Rachel Kennedy AU - Haydn Northover Y1 - 2016/06/01 UR - http://www.journalofadvertisingresearch.com/content/56/2/183.abstract N2 - 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. ER -