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Advertising Research Foundation Develops Standards for Neuromarketing Research
Date:3/22/2011

  • Reactions to one scene within a commercial are likely to be influenced by the preceding content. Interactions between the images, sounds and words need to be untangled to pinpoint causes of viewer response.
  • Measuring "attention" (and related reactions) is less complex than measuring specific emotions and purchase intent. Reactions to one specific region of the brain cannot always be interpreted as indicative of one specific emotion.

  • These insights yielded several best practice recommendations for identifying neurological and biometric methods that best meet marketers' research objectives. Additionally, it recommends that neuromarketing be employed as an addition to — not a substitute for — "traditional" research methods.

    "Neuroscience has become a valuable tool in the marketing-decision process and the ARF NeuroStandards Collaboration Project provides a unique opportunity for the industry to assess many of the diverse approaches to this science in an open and equitable manner," said Richard Thorogood, Director of Strategic Insights and Analytics, Colgate-Palmolive. "Given its increasing use by the advertising community, it behooves marketers and researchers who participate in neuromarketing to support the ARF in setting the standards now in order to ensure its most effective use."

    The second phase of the ARF NeuroStandards Collaboration Project, called NeuroStandards 2.0, will be detailed in a white paper planned for publication in summer 2011 and will inform strategy for the next iteration of the project, which includes a NeuroStandards Forum and special seminars for ARF members.

    About the Advertising Research Foundation (ARF):
    Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF memb
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    SOURCE Advertising Research Foundation (ARF)
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