How Reliable Are Neuromarketers' Measures of Advertising Effectiveness: Data from Ongoing Research Holds No Common Truth among Vendors
Duane Varan
Murdoch University/Audience Labs
Annie Lang
Indiana University/The Media School
Patrick Barwise
London Business School
Rene Weber
University of California
Steven Bellman
Murdoch University/Audience Labs
MANAGEMENT SLANT
- Advertisers want measures of processing that go beyond mere exposure.
- Neuro vendors have cultivated an expectation that their measures are more reliable than traditional measures because they measure neurological and biological processes.
- The results of the current study question these strong claims and suggest methods that advertisers can use to choose their vendor carefully....