Rectifying the spoken and unspoken: Using neuro to measure your measurement

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.

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...

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