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
2013-11-29
85
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 According to an unpublished paper the group produced, " It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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/E5hO777K
0
考博英语
相关试题推荐
Cultureistransmittedlargelybylanguageandbythenecessityforpeopleinclosecontacttocooperate.Themoreextensivethe
Thefitnessmovementthatbeganinthelate1960sandearly1970scenteredaroundaerobicexercise.Millionsofindividualsbeca
Thefitnessmovementthatbeganinthelate1960sandearly1970scenteredaroundaerobicexercise.Millionsofindividualsbeca
Bigcitiestodayareconfrontedwithveryseriousproblems.Transportisa【1】difficulty:someplannersbelievein【2】transportsy
Bigcitiestodayareconfrontedwithveryseriousproblems.Transportisa【1】difficulty:someplannersbelievein【2】transportsy
Whentelevisionisgood,nothing—notthetheatre,notthemagazines,ornewspapers—nothingisbetter.Butwhentelevisionisbad
Inarecentsurvey,GarberandHoltzconcludedthattheaveragehalf-hourchildren’stelevisionshowcontains47violentacts.W
Thisteachingmethodisa______ofmanymethodswhichhavebeenusedfordecadesinthecountry.
"Museum"isaslipperyword.Itfirstmeant(inGreek)anythingconsecratedtotheMuses:ahill,ashrine,agarden,afestival
Evenbeforeheis80,theagingpersonmayundergoanotheridentitycrisislikethatofadolescence.Perhapstherehadalsobeen
随机试题
Whendidthemancomebackfromhisbuyingtrip?
对以下中毒碘解磷定的解毒效果较好的是
脂肪合成的场所是
A.薄壁细胞中含大型草酸钙簇晶B.薄壁细胞中含草酸钙砂晶C.薄壁细胞中含草酸钙柱晶D.薄壁细胞中含草酸钙针晶E.薄壁细胞中含草酸钙方晶
通知具有多种功能,既能下达,又能“上传”。()
下列哪个选项的说法符合法律规定的政府采购原则?()
某商业小区计划打造两个娱乐广场,其中一个为正方形广场,面积为320平方米,另一个为圆形广场,其直径比正方形广场的边长短10%,问,圆形广场的面积是多少平方米?
如果一项投资不能产生利润,那么以投资为基础的减轻赋税就是毫无用处的。任何一位担心新资产不会赚钱的公司经理,都不会因为减轻公司本来就不欠的税款的允诺而得到安慰。以下哪项是从上文得出的最可靠的推论?
设un(x)满足un’(x)=un(x)+(n=1,2,…),且un(1)=的和函数.
A、Rickwillgraduatefromtechnicalschoolsoon.B、It’shardtofindagoodjobnowadays.C、Thewomanwonderedwhohadgottenth
最新回复
(
0
)