Rectifying the spoken and unspoken: Using neuro to measure your measurement
David BrandtNielsen
Abstract
This paper explores the interplay between survey measures of advertising effectiveness and neuroscience measures and is designed to provide a preliminary answer to whether there is a relationship between the two. The issue of whether surveys can adequately tap into a wide range of consumer response has been hotly debated ever since neuroscience measures were introduced. While this paper will not fully resolve that debate it does reveal that there is a significant correlation between what is measured at the brain level through EEG recordings...