TY - JOUR
T1 - How reliable are neuromarketers' measures of advertising effectiveness
T2 - Data from ongoing research holds no common truth among vendors
AU - Varan, Duane
AU - Lang, Annie
AU - Barwise, Patrick
AU - Weber, Rene
AU - Bellman, Steven
N1 - Publisher Copyright:
© Copyright Advertising Research Foundation 2015.
PY - 2015
Y1 - 2015
N2 - 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.
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.
UR - http://www.scopus.com/inward/record.url?scp=84930982613&partnerID=8YFLogxK
U2 - 10.2501/JAR-55-2-176-191
DO - 10.2501/JAR-55-2-176-191
M3 - Article
AN - SCOPUS:84930982613
SN - 0021-8499
VL - 55
SP - 176
EP - 191
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 2
ER -