Differences between basic research and the validation of specific measures: A reply to Weinstein; et al.

David W. Stewart

8 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Psychometric Methodologies and Testing Psychological Testing and Assessment

Abstract

Abstract Weinstein, Drozdenko, and Weinstein (1984) take exception to my cautionary note regarding physiological measures of advertising response generally, and more specifically, my comments regarding Brain Wave Analysis. I clarify the intent of my original note and suggest caution remains the appropriate approach to the use of such measures for the specific purpose of evaluating advertising effectiveness. I suggest Weinstein, et al. fail to understand the distinction between basic research and validation of a specific measure for a specific purpose.

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1978Current issues and research in advertising 1984Brain wave analysis. An electroencephalographic technique used for evaluating the communications‐effect of advertising 1984Physiological measurement of advertising effects

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