How to Use Neuromeasures To Make Better Advertising Decisions
本文探讨了神经测量在广告决策中的应用问题，指出其尚处初期阶段，提醒营销人员谨慎对待相关声称，并建议进行系统性测试，同时为买家提供应询问供应商的问题。
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.