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  3. What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what

What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what

admin2015-04-10  44
问题     What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketeers would need direct access to consumers’ thoughts to get the truth.
    Now, in a way, that is possible. At the "Mind of the Market" laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing pitches. Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information. Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab. "The goal is not to manipulate people’s preferences," says Kosslyn, "just to speak to their actual desires. " The group’s findings, though still preliminary, could radically change how firms develop and market new products.
    The Harvard group use positron emission tomography(PET)scans to monitor the brain activity. These PET scans, along with other non-invasive imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word). Correlations have been found between blood flow to specific areas and future behavior. Because of this, Harvard researchers believe the scans can also predict future purchasing patterns. According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they will be inclined to want those materials months later. "
    The Harvard group is now moving into the next stage of experiments. They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad. The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific segments of the population. Large corporations—including Coca Cola, General Motors, and Hallmark—have already signed up to fund further investigations.
    For their financial support, these firms gain access to the experiments but cannot control them. If Kosslyn and Zaltman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles out of their heads.
The last sentence of this passage implies that
选项 A、if the experiments’ results work well, customers will be likely to shop things according to the ads.
B、if the Harvard group succeeds in the research, they will attract more consumers into the market
C、corporations like Coca Cola, can employ the experiments in their own marketing.
D、consumers may discover that those ads will always annoy them by jingling and causing headaches.
答案A
解析 本文的最后一句话表明：[A]如果实验结果用于实践，消费者可能会按照广告宣传来购物。[B]如果哈佛研究小组的研究能够成功，他们将吸引更多的消费者进行消费。[C]像可口可乐这样的公司可以将实验用于自己的市场营销。[D]消费者可能会发现，这些广告会经常在耳边叮当回响，让他们头痛。通读全文主要内容并仔细理解最后一句话，假如科斯林、扎特曼和他们的研究小组真掌握了市场猜心术，消费者可能会发现自己越来越难以摆脱那些悦耳的广告宣传了。我们不难推断出作者的真实意图是想说广告将会对消费者有极大的影响，消费者会越来越依照广告中的信息来购物。因此，本题的正确答案应是[A]，如果实验结果用于实践，消费者很可能会按照广告宣传来购物。
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