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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
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.