How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness?
本文分析了广告研究基金会首次神经标准试验的结果，发现不同神经营销方法并未揭示统一的科学真相，并展示了买家如何比较不同供应商测量方法的有效性。
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.