How to Use Neuromeasures To Make Better Advertising Decisions
Year: 2016
Type: article
Abstract: Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy. This article identifies issues with implementing such measures for better advertising decision making and discusses future research priorities. It cautions marketers not to believe all that is claimed and recommends further systematic testing of the measures. It provides buyers of neuroscientific research with questions that the authors believe should be asked of vendors. The authors encourage vendors to develop robust answers underpinned by empirical validations, which will advance advertising understanding and practice.
Source: Journal of Advertising Research
DOI: 10.2501/jar-2016-019
Authors: Rachel Kennedy, Haydn Northover
Institution: University of South Australia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2441028754