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.

How Reliable Are Neuromarketers' Measures of Advertising Effectiveness: Data from Ongoing Research Holds No Common Truth among Vendors

Duane Varan

Murdoch University/Audience Labs

Annie Lang

Indiana University/The Media School

Patrick Barwise

London Business School

Rene Weber

University of California

Steven Bellman

Murdoch University/Audience Labs

MANAGEMENT SLANT

  • Advertisers want measures of processing that go beyond mere exposure.
  • Neuro vendors have cultivated an expectation that their measures are more reliable than traditional measures because they measure neurological and biological processes.
  • The results of the current study question these strong claims and suggest methods that advertisers can use to choose their vendor carefully....

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