How Reliable Are Neuromarketers' Measures of Advertising Effectiveness: Data from Ongoing Research Holds No Common Truth among Vendors

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

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...

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