The Evolution of Neuromarketing Research: From Novelty to Mainstream: How Neuro Research Tools Improve Our Knowledge about Advertising

Horst Stipp

This article argues that, in order to understand neuromarketing fully, it is important to assess today's practice in the context of how far researchers have come in developing the tools that potentially can predict advertising effectiveness.

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...

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