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Bigne, E. ORCID: https://orcid.org/0000-0002-6529-7605, Boksem, M. ORCID: https://orcid.org/0000-0002-9370-6007, Casado‐Aranda, L. A. ORCID: https://orcid.org/0000-0002-2725-492X, García‐Madariaga, J. ORCID: https://orcid.org/0000-0002-9073-0482, Gier‐Reinartz, N. R. ORCID: https://orcid.org/0000-0003-0873-7747, Guerreiro, J. ORCID: https://orcid.org/0000-0001-6286-1437, Loureiro, S. ORCID: https://orcid.org/0000-0001-8362-4430, Kakaria, S. ORCID: https://orcid.org/0000-0003-3721-8102, Smidts, A. ORCID: https://orcid.org/0000-0002-6699-1172 and Wedel, M. ORCID: https://orcid.org/0000-0002-1244-4923 (2025) How to conduct valuable marketing research with neurophysiological tools. Psychology & Marketing. ISSN 1520-6793 doi: 10.1002/mar.70002