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
2013-01-29
93
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 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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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, 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.
Which of the following is not true according to the passage?
选项
A、Sometimes people will conceal what they think when being questioned by the market researchers.
B、Stephen Kosslyn and Gerald Zaltman overlook the experiments and criticize the purpose of the study.
C、Harvard researchers have found the corresponding relations between people’s brain and behavior.
D、There are many large organizations endorsing and financing the Harvard group’s further investigations.
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/J01O777K
0
考博英语
相关试题推荐
56.Whenyouareinthebusinessofsendingspacecrafttootherplanets,itisprobablywisetodoeverythingyoucanmkeepyo
InNovember1970YukioMishima,togetherwithsomeofhisfanaticalfollowersfromtheultranationalisticShieldSocietywhichh
Superstitionisadifficultquestion.WecannotquitesaythatsuperstitioninBritainisdead.Itshistoryisboth【76】longand
Becauseacirclehasnobeginningorend,theweddingringisasymbolof______love.
Forscientistswhostudyhumanevolution,fossilremainsprovidetheonlydirectevidenceofourancientancestors.Accesstoth
Language,culture,andpersonalitymaybeconsidered______ofeachotherinthought,buttheyareinseparableinfact.
Punditswhowanttosoundjudiciousarefondofwarningagainstgeneralizing.Eachcountryisdifferent,theysay,andnoonest
Fiftyvolunteerswerealphabeticallydividedintotwoequalgroups,GroupAtoparticipate【1】a7-weekexerciseprogram,andGro
Travellinglikethisisreallyanadventure.Veryoften,you’reoffdoingsomethingstrangewhereyoudon’tknowwhat’sgoingto
Thesizzlingstreamsofsunlightwerejustbeautifullyglimmeringdownonthecrispgreenschoolyard.Suchawonderfuldaythat
随机试题
成本预测
甲公司与乙公司签订建设工程施工合同,甲公司向乙公司支付工程保证金30万元后由于情况发生变化,原合同约定的工程项目被取消,乙公司也无资金退还甲公司,甲公司向县公安局报案称被乙公司法定代表人王某诈骗30万元公安机关立案后,将王某传唤到公安局,要求王某与甲公司签
某市区欲安装250W高压钠灯作为道路照明,高压钠灯配用的镇流器功率为38W,为了提高功率因数,采用功率补偿。高压钠灯的功率因数补偿前为0.63,补偿后为0.85。给高压钠灯供电的照明变压器容量为100kV.A,负载率按80%考虑,请对比该照明变压器在高压钠
注册税务师接受委托对某工业企业的企业所得税进行审核时,在进行企业实际发生工资薪金所得的审核时,以下项目中属于企业工资薪金支出项目的有( )。
下列一般不宜经常使用,更不宜大幅调整的货币政策工具是()。
我国共有博物馆:1458个,其中综合性博物馆769个,历史类博物馆521个,艺术类博物馆57个,自然科技类博物馆19个,其他类型博物馆92个。这一构成应通过绘制()来显示。
人民法院审理行政案件时,审查行政行为的()。
both本题空格处是说男人和女人都要去森林处的耕地去播种玉米。both…and…意为“不但……而且……;既……又……”。
TheBritishgovernmentturnsitsattentiontothedirestateofvocationaltraining.Budgetcutsareneverpleasant.Yetthepas
ForyearswehavebeentalkingaboutaddictiontotheInternet,andthentothemobilephone.ArecentsurveyinUKfoundthat_
最新回复
(
0
)