Varan, D.Lang, A.Barwise, P.Weber, R.Bellman, S.2025-12-172025-12-172015Journal of Advertising Research, 2015; 55(2):176-1910021-84991740-1909https://hdl.handle.net/11541.2/119832Buyers 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.enCopyright 2015 Warc LTDneuromarketingadvertising effectivenessJournal article10.2501/JAR-55-2-176-1912-s2.0-84930982613