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

Stewart David W. | Zendy

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

Author(s) -

Stewart David W.

Publication year - 1985

Publication title -

psychology and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.035

H-Index - 116

eISSN - 1520-6793

pISSN - 0742-6046

DOI - 10.1002/mar.4220020105

Subject(s) - psychology , measure (data warehouse) , cognitive psychology , social psychology , computer science , data mining

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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