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
2015-01-09
19
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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.
Why do the Harvard researchers use scientific technology in the experiments?
选项
A、Because they don’t believe the surveys done by the marketers can lead to the truth.
B、Because they are asked by the marketers to find a direct way to read the consumers’ thoughts.
C、Because they want to find out how the ads influence people’s brain activity and emotional responses etc.
D、Because they expect that their experiments can basically alter the marketing strategies of products.
答案
C
解析
A和B两项很容易排除;根据原文的"The goal is not to manipulate people’s preferences,”saysKosslyn,“just to speak to their actual desires."可知,D项不对。因此正确答案为C。
转载请注明原文地址:https://kaotiyun.com/show/keQO777K
0
考博英语
相关试题推荐
Television—thatmostpervasive(遍布的)andpersuasiveofmodernofmoderntechnologies,markedbyrapidchangeandgrowth—ismovin
Earlyinthesixteenthcentury,FrancisBaconproposedthatscienceconsistedintheelevationoftheauthorityofexperimentan
OnJanuary11th,aremarkablelegalcaseopensinaSanFranciscocourtroom—onitsway,itseemsalmostcertain,totheSupreme
TomorrowJapanandSouthKoreawillcelebrateWhiteDay,anannualeventwhenmenareexpectedtobuyagiftfortheadoredwome
"ImeanGildasandLudensarebothwise,reasonableandtactful;butnaturallythey’re______,theywanttoknowwhat’shappening
Thenewlydevelopedscienceofartificialintelligenceaimsatprogrammingthecomputertothink,reasonandreact______peopled
Madonnaseemslikeapersonusedtogettingherownway.SothepopstarmusthavebeendismayedwhenacourtinMalawirefused
Afternegotiationforsometime,allthemembersoftheassociationpromisedto______tothestrictcodeofpractice.
Bigcitiestodayareconfrontedwithveryseriousproblems.Transportisa【1】difficulty:someplannersbelievein【2】transportsy
Unlikemostsports,whichevolvedovertimefromstreetgames,basketballwasdesignedbyonemantosuitaparticularpurpose.
随机试题
月经过多的治疗大法是
是在纳米数量级选择性滤过的技术板框式过滤机的滤过方法
Perthes试验的目的是检查()。
影响项目选址的区域因素包括(),等。
根据《中华人民共和国海关法》规定,在海关监管区和海关附近沿海沿边地区,海关有权检查、扣留有走私嫌疑的运输工具、货物、物品以及走私嫌疑人员。()
甲公司2011年12月31日购入一栋办公楼,实际取得成本为6000万元。该办公楼预计使用年限为20年,预计净残值为零,采用年限平均法计提折旧。因公司迁址。2014年6月30日甲公司与乙公司签订租赁协议。该协议约定:甲公司将上述办公楼租赁给乙公司,租赁期开始
关于我国地理的相关知识,以下说法正确的是()。
劳动争议指劳动者和劳动力使用者之间因劳动权利与义务发生分歧而引起的争议。根据以上定义,下列行为属于劳动争议的是()。
Whatdoesthehamburgersayaboutourmodernfoodeconomy?Alot,actually.OverthepastseveralyearsWaldoJaquithintendedt
在关系数据库中,描述全局数据逻辑结构的是
最新回复
(
0
)