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
23
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 According to an unpublished paper the group produced, " It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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
Thefitnessmovementthatbeganinthelate1960sandearly1970scenteredaroundaerobicexercise.Millionsofindividualsbeca
Bigcitiestodayareconfrontedwithveryseriousproblems.Transportisa【1】difficulty:someplannersbelievein【2】transportsy
ThebeginningofwhatwastobecometheUnitedStateswascharacterizedbyinconsistenciesinthevaluesandbehaviorofitspop
Inthispart,youarerequiredtowriteacompositionentitledWhichIsMoreImportant,DegreeorAbilityinnolessthan200wo
ThehistoryofAfrican—Americansduringthepast4-00yearsistraditionallynarrated【1】anongoingstruggleagainst【2】andindiff
"Museum"isaslipperyword.Itfirstmeant(inGreek)anythingconsecratedtotheMuses:ahill,ashrine,agarden,afestival
Ourpresentgenerationofculturalcritics,arrivingaftertheassaultofpostmodernismandtheincreasinglywidespreadcommerci
Ateacherissomeonewhocommunicatesinformationorskillsothatsomeoneelsemaylearn.Parentsarethe【51】teachers.Justby
AttackinganincreasinglypopularInternetbusinesspractice,aconsumerwatchdoggroupMondayfiledacomplaintwiththeFedera
It’sallannualback-to-schoolroutine.Onemorningyouwavegoodbye,andthat【56】eveningyou’reburningthelate-nightoilins
随机试题
Howcanwegetridofgarbage?Dowehaveenoughenergysourcestomeetourfutureenergyneeds?Thesearetwoimportantque
在系统性红斑狼疮的治疗中,下列不是激素冲击疗法指征的是
防护林的林带结构划分为()基本类型。
()是指宏观经济均衡时决定的实际国内生产总值大于充分就业时的实际国内生产总值,实际产出超过了潜在GDP的水平,推动了价格的上升。
用于库存过程的物资是不增加价值的,相反,它是用于生产财富的一种扣除。
脑是人体中枢神经系统的重要组成部分,可分为大脑、小脑和脑干。下列选项中不属于小脑功能的是()。
显示当前表单程序代码是ThisForm.Show,其中的Show是表单对象的()。
软件按功能可以分为应用软件、系统软件和支撑软件(或工具软件)。下面属于应用软件的是
下列4项内容中,不属于Internet基本功能的是()。
_______,healwaystrieshisbesttocompleteitontime.
最新回复
(
0
)