How to Use Neuromeasures to Make Better Advertising Decisions: Questions Practitioners Should Ask Vendors and Research Priorities for Scholars

Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy.

How to Use Neuromeasures to Make Better Advertising Decisions: Questions Practitioners Should Ask Vendors and Research Priorities for Scholars

Rachel Kennedy and Haydn Northover

Ehrenberg-Bass Institute, University of South Australia

MANAGEMENT SLANT

  • Traditional measures of advertising effectiveness are not sufficient to fully understand response to advertising, so new approaches to advertising testing should continue to be investigated.
  • Neuro-approaches are promising but not yet perfect—the data needs to be manipulated to "see" the patterns; the outputs require interpretation; and different software can give different answers.
  • Marketers should be somewhat skeptical of the new tools, ask lots of questions of...

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