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


  • 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.
  • Greater transparency about the constructs measured and methodologies used will advance the field of consumer neuroscience.