How reliable are neuromarketers' measures of advertising effectiveness: Data from ongoing research holds no common truth among vendors

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.