Reliability and predictive validity in consumer neuroscience: Evaluation in advertising, packaging, and programming research

This paper reviews a variety of neuroscience studies - mainly involving the use of electroencephalogram (EEG) - in which participants were exposed to marketing communication, and concludes this method can yield valid, reproducible inferences about consumer engagement.

Reliability and predictive validity in consumer neuroscience: Evaluation in advertising, packaging, and programming research

Michael E. Smith

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Introduction

While neuroscience methods appear to offer much promise for measurement of consumer responses that may often be implicit and otherwise beyond reach of other approaches, advertisers and brand managers with a background in more traditional consumer research often raise very legitimate questions about their application. Two such concerns are common.

First, as suggested by a recent overview of the sampling practices of research vendors operating in consumer neuroscience (Nagel, 2014), most investigators measuring...

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