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
2013-01-19
27
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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,”says Kosslyn,“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://jikaoti.com/ti/Kf8YFFFM
0
考博英语
相关试题推荐
Ourshasbecomeasocietyofemployees.AhundredyearsorsoagoonlyoneoutofeveryfiveAmericansatworkwasemployed,i.
Ourshasbecomeasocietyofemployees.AhundredyearsorsoagoonlyoneoutofeveryfiveAmericansatworkwasemployed,i.
Withsomedifficulty,PalladisdetachedBalintorefromanapparentlyenthrallingdiscussionandguidedhimthroughaturbulentt
Howcloseparentsaretotheirchildren______astronginfluenceonthecharacteroftheirchildren.
"Youmustalwaysobeyyourparents.""Oh,Imust,______?"
InatotalofsixstatesinthemiddleofAmerica,15,000assembly-lineworkersare【1】Japanesecarstogether.Theseautoworkers
Inthepast10years,thecompanyhasgradually______allofitssmallerrivals.
Nowadaysthescatteringofgalaxiesandtheastoundingabundanceofstarsareforcingthosewhopondersuchmatterstoafurther
Manypeoplebelievetheglarefromsnowcausessnowblindness.Yet,darkglassesornottheyfindthemselvessufferingfromhead
Duringaperiodofprotractedillness,thesickcanbecomeinfirm,______boththestrengthtoworkandmanyofthespecificski
随机试题
消防设施一般由()、防排烟系统、防火门、防火卷帘等组成。
简述开征证券交易税的必要性。
存储器是计算机中重要的设备,下列关于存储器的叙述中,正确的是__________。
患儿,10个月,诊断为重症佝偻病,用维生素D突击疗法已满3个月。其预防量每天应给维生素D
已知某医院去年全年住院患者总数为10000例,该年发生的医院感染新病例数为60例,医院感染总病例数为80例,医院感染例次数为100例,则该医院去年的医院感染患病率为
下列关于支付结算的基本要求中,正确的有()。
甲国自20世纪80年代起与乙国合作生产某种药品。具体的合作形式如下:乙国企业向甲国企业提供厂房、机器设备和技术力量。待项目实现投产后,甲国以该项目所产的药品偿还乙国企业的各种投资,剩余的产品归甲国企业留成。在20世纪90年代初第一批药品出厂之后10年间,乙
某俱乐部男、女会员的人数比是3:2,分为甲、乙、丙三组。已知甲、乙、丙三组的人数比是10:8:7,甲组中男、女会员的人数之比是3:1,乙组中男、女会员的人数之比是5:30求丙组中男、女会员的人数之比。
StanfordUniversity’sIrvingWeissmanhassaidthathewouldliketoinjecthumanstemcellsintothedevelopingbrainsoffetal
Fathergave$20forMetobuysomebooks.I______WhenIWenttobuysomebooks.
最新回复
(
0
)