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What do consumers really want? That’s a question market researchers would lo

游客2025-03-18  2
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, marketeers 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 Zalt-man, 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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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. [br] 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 some corresponding relation 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 用查阅式阅读法可在第二段中找到此题的答案。第二段中明确地指出，哈佛大学的心理学教授科斯林和商学院教授扎特曼是这项研究的负责人。科斯林说：“研究的目的不是为了操纵人们的喜好，只是想激发他们内心的真实愿望。”研究组的发现虽然仍处于初始阶段，却会从根本上改变企业开发和营销新产品的策略。这里单词oversee是“监督，主管”的意思，而不是“忽略，忽视”，因此，本题的正确答案应为B。
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