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How reliable are neuromarketers' measures of advertising effectiveness: Data from ongoing research holds no common truth among vendors

Varan, D., Lang, A., Barwise, P., Weber, R. and Bellman, S. (2015) How reliable are neuromarketers' measures of advertising effectiveness: Data from ongoing research holds no common truth among vendors. Journal of Advertising Research, 55 (2). pp. 176-191.

Abstract

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process. Vendors in this evolving industry offer a confusing range of often proprietary differences in methodology. The authors of the current article analyzed results from 'Neuro 1'—the Advertising Research Foundation's first neuro-standards trial—and revealed that there is no common truth, no single scientific reality exposed as a result of these new methods. Addressing what they believe is a need for greater transparency—even after 'Neuro 2'—which used publicly available methods, the authors demonstrated how a buyer can compare the validity of different vendors' measures.

Item Type: Journal Article
Murdoch Affiliation: Audience Research Labs
Publisher: World Advertising Research Center
Publishers Website: http://www.jar.warc.com/
URI: http://researchrepository.murdoch.edu.au/id/eprint/27396
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