首页
登录
职称英语
What do consumers really want? That’s a question market researchers would lo
What do consumers really want? That’s a question market researchers would lo
游客
2025-04-16
43
管理
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 According to an unpublished paper the group produced, " It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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. [br] 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两项很容易拆除;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。
转载请注明原文地址:https://tihaiku.com/zcyy/4039516.html
相关试题推荐
Inaperfectlyfreeandopenmarketeconomy,thetypeofemployer—government
Inaperfectlyfreeandopenmarketeconomy,thetypeofemployer—government
Inaperfectlyfreeandopenmarketeconomy,thetypeofemployer—government
Inaperfectlyfreeandopenmarketeconomy,thetypeofemployer—government
Inaperfectlyfreeandopenmarketeconomy,thetypeofemployer—government
Hewouldn’tanswerthereporters’questions,norwouldhe______foraphotograp
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
______,themarketwillhavetoovercomesomeofthehighesthurdlesit’sseeni
Thegovernmentdecidedtotakea______actiontostrengthenthemarketmanagement
随机试题
WhatisonethingDavidlovesabouthisjob?[br][originaltext]W:David,whatd
患者女,24岁,新婚,突发左侧腰痛1周,寒战、高热1天,查体:体温39.2℃,血
量本利分析法中的保本点是指()。A.预算成本线与实际成本线的交点
下列关于我国法律的说法,错误的是()。A.1954年,第一届全国人民代表大会通过
我某公司对外报某商品每箱USD200FOB上海,外商要求改报CIFC3西雅图,则
共用题干 某工程项目的进度计划如下列单代号网络计划所示,时间单位为周。根据题意
(2017年真题)下列各项作业中,属于品种级作业的有( )。A.产品组装 B.
根据合伙企业法律制度规定,有限合伙企业的合伙协议应当载明的事项有()。A.执行事
某电影制作企业临时到外地拍摄,其在外地设立的摄制组可以开立的账户为()。A.专
(2019年真题)下列各项中,企业应确认为资产的是( )。 A.月末发票账
最新回复
(
0
)