首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2013-01-12
77
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, marketers 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 position emission topography (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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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, Eastman Kodak, 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 can be applied to the practice, the customers will be very likely to buy things according to the ads
B、if the Harvard group can succeed in finishing the research, they will use it in attracting more and more and more and more consumers into the market
C、the financial supporting corporations such as Coca Cola, General Motors can employ the experiments in their own marketing
D、the consumers may discover that those ads will always annoy them by jingling out of their heads and cause them headaches
答案
A
解析
本文最后一句话的大意是:如果此项研究成功的话,那么消费者将更难抵御广告的影响。
转载请注明原文地址:https://kaotiyun.com/show/6k9O777K
0
考博英语
相关试题推荐
(66)Prosperousalumnihelpedmake2006arecordedfund-raisingyearforcollegesanduniversities,whichhauledin$28billion
Somepeopleviewedthefindingswithcaution,notingthatacause-and-effectrelationshipbetweenpassivesmokingandcancerrem
TheclashbetweenRealMadridandArsenalisbeing______asthematchoftheseason.
Despitemuchdiscussion,andeffortsbybothwomen’sandbusinessgroupstobreak"theglassceiling"down,theworld’sbiggest
Itisreportedthatthe______ofsomeofthejointventurescan’tmeettheirexpenditure.
Sincetherewasnocapitalpunishmentinthatcountry,themurdererwas______tolifeimprisonment.
Shewas______fromschoolforcheatingintheexamination.
Giventheexistenceofsomanyfactionsinthefield,itwasunrealisticofAnnaFreudtoexpectany______ofopinion.
AnotherexampleoftheexerciseofpowerbyCongresswastheactionittookduringtheReconstructionPeriodaftertheCivilWar
Ifthedisputeisnotsettledina(n)______waysoon,thetwocountrieswillcertainlygotowar.
随机试题
长期卧床的心力衰竭患者,形成下肢静脉血栓时,当下床活动,易栓塞哪项脏器
妊娠5个月末,阑尾的正确位置是:
肿瘤细胞排列成实性、梁状、管状和膜性的是()
新生儿出生后,心率95/分,呼吸浅慢且不规则,四肢稍屈,有喉反射,全身青紫。Apgar评分为
某区法院判决撤销某区公安局的处罚决定,返还当事人甲2000元罚款,要求在判决生效后15日内执行。后当事人均未上诉,区公安分局也未返还罚款。对区公安分局不履行法院判决,法院可以采取的执行措施有:()
桥梁监测方式除了人工监测、自动监测,还包括()。
2015年上半年,福建省实现生产总值10468.34亿元,按可比价格计算,同比增长8.6%,增幅比一季度提高0.1个百分点,比上年同期回落1.1个百分点。分产业看,第一产业产值696.78亿元,增长3.0%;第二产业产值5842.21亿元,增长9.4%;第
同业拆借:指具有法人资格的金融机构及经法人授权的非法人金融分支机构之间的进行短期资金融通的行为,目的在于调剂头寸和临时性资金余缺。根据以上定义,下面属于正常的同业拆借的是()。
NipponexElectricsTokyo,Japan
A、Shehastostudyfortheexam.B、Sheisparticularlyinterestedinplays.C、She’seagertowatchthenewplay.D、Shecanlend
最新回复
(
0
)