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. 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.