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Cautionneededonneuroscience

News,05August2016

NEWYORK:Marketersneedtobecautiousaboutmovingontothebrightestand
shiniestneuroscientifictoolsinsupportingtheirresearchefforts,accordingtoRachel
KennedyandHaydnNorthoveroftheEhrenbergBassInstitute.

InHowtoUseNeuromeasuresToMakeBetterAdvertisingDecisions
QuestionsPractitionersShouldAskVendorsandResearchPrioritiesfor
ScholarsappearinginthelatesteditionoftheJournalofAdvertisingResearch
(JAR)KennedyandNorthoveradvisemarketerstobewaryoftheearlyover
promiseofneuroscience.

Traditionalmeasuresofeffectiveness,theyassert,areofteninsufficientasameansto
"fullyunderstandresponsetoadvertising".Neuroscienceoffersnewpossibilitiesin
thisarea,butisnotaninfallibleguide.

"Neuroapproachesarepromising,butnotyetperfect:Thedataneedstobe
manipulatedto'see'thepatternstheoutputsrequireinterpretationanddifferent
softwarecangivedifferentanswers,"KennedyandNorthoverwrite.

Advancingtheory,theycontinue,"faceschallengesuntilneuroskillsaredeveloped
morewidelyamongmoreadvertisersandmorebroadlyacrossthedifferent
advertisingconditions.

"Inaddition,therealsomustbemoreconsistencyandtransparencyacrossproviders,
includingconceptualizingclearoperationaldefinitions,suchasamessage's
emotionaltoneversustheaudience'semotionalresponse."

Theauthorsfurthernotethatunderstandingabouthowthebrain"buildsandstores
memories"hasadvancedsignificantlyinrecentyears,withimportantlearningsfor
brands.

"Becausemostadvertisingneedstoworkthroughbuyers'memories,thisknowledge
hasmajorimplicationsforadvertisingdevelopmentandmeasurement,"theysuggest.

"Emotioniscentraltohumanthinkinganddecisionmaking.Emotionsimpactwhat
peoplepayattentionto,hencewhichadvertisinghasanychanceofinfluencing
behavior.

"Ifadvertisersfocusonlyonrationalresponses,theypotentiallymissknowledgeof
howtomakegreatadvertising.
"Improvedunderstandingofhowpeoples'brainsandbodiesrespondtoadvertising
emotionally,rationally,unconsciously,andconsciouslyacrossvariedconditionsis
neededforimprovedtheoriesofadvertising,toguidemoreeffectivedecisionmaking
andtorefinethetoolsformeasuringsuccess."

KennedyandNorthoveralsoidentifyissueswithimplementingsuchmeasures
providequestionsforbuyersofneuroscientificresearchtoaskvendorsand
encouragevendorstodevelop"robustanswersunderpinnedbyempirical
validations."Thosevalidations,theauthorspredict,"willadvanceadvertising
understandingandpractice."

"HowtoUseNeuromeasurestoMakeBetterAdvertisingDecisions"ispartofa
special"HowNeurologicalMeasuresWorkinAdvertising"sectioninthelatest
issueofJAR.

DatasourcedfromJournalofAdvertisingResearchadditionalcontentbyWarcstaff