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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  48
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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.
Which of the following is the best title for this passage?
选项 A、Reading the Mind of the Market
B、Controlling the Consumers’ Preferences
C、Improving the Styles of Advertising
D、Finding Out the Way to Predict
答案A
解析 下列哪项是本文的最佳标题?[A]市场猜心术[B]控制消费者的喜好[C]改善广告风格[D]寻找预测方法通读全文，重点关注文章的首段和尾段。这两段指出，消费者究竟需要什么?市场调研员总是很喜欢回答这个问题。但是由于人们总说不出心里话，市场人员有必要直接了解消费者的真实想法。这些提供资金的公司可以了解、但不能控制实验的进程和结果。，假如科斯林、扎特曼和他们的研究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。因此，我们可以总结出本文的最佳标题是：市场猜心术。正确答案应是[A]。
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