Experts urge caution around over-reliance on neuroscience techniques 8 August 2016

AUSTRALIA — Marketers must be wary of the ‘early over-promise of neuroscience’, according to two experts from the Ehrenberg-Bass Institute.  Rachel Kennedy and Haydn Northover of the Ehrenberg-Bass Institute, a marketing research institute within the School of Marketing at the University of South Australia in Adelaide, Australia, offer this advice in an article: How to Use Neuromeasures to Make Better Advertising Decisions – Questions Practitioners Should Ask Vendors and Research Priorities for Scholars, in the latest Journal of Advertising Research.  They write that neuroscience offers new possibilities in an area where traditional measures of effectiveness are often insufficient in terms of fully understanding responses to advertising. However, they urge that they should not be seen as an infallible guide.  “Neuro approaches are promising, but not yet perfect: The data needs to be manipulated…


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