The Evolution of Neuromarketing Research: From Novelty to Mainstream: How Neuro Research Tools Improve Our Knowledge about Advertising
Horst Stipp
The Advertising Research Foundation
Editor’s Note:
Neuromarketing is not a series of snapshots. It is like video streamed at top speed over the widest broadband spectrum. It never slows down; it never stops changing and evolving. To understand it fully, however, it is necessary to take a snapshot of today’s practice and how far we have come (and how quickly). While we obviously are somewhat biased, it is nevertheless fair to say that no organization has helped shape and drive...