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.