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
2025-04-24
41
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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] Which of the following statements can be the best title for this passage?
选项
A、Reading the Mind of the Market
B、Controlling the Consumers’ Preferences
C、Improving the Styles of Advertising
D、Finding Out the Way to Predict
答案
A
解析
本题可参照文章第二段的“the‘Mind of the Market’laboratory”和最后一段的“If Kosslyn and Zaltman and their team really can read the mind of the market”,可见本文是围绕reading the mind of themarket来写的。所以正确答案是A。
转载请注明原文地址:https://tihaiku.com/zcyy/4051776.html
相关试题推荐
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
Mostpeopledon’tthinkofastampasareceipt,butthatis________itreallyis
You’rebusyfillingouttheapplicationformforapositionyoureallyne
You’rebusyfillingouttheapplicationformforapositionyoureallyne
You’rebusyfillingouttheapplicationformforapositionyoureallyne
AndresearcherssaythatlikethoseliteraryromanticsRomeoandJuliet,they
Consumersdeprivedoftheinformationandadvicetheyneededwerequitesimply__
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
随机试题
WhenIwaswalkingdownthestreettheotherday,Ihappenedtonoticeasma
Accordingtothepassage,jobsegregationbysexintheUnitedStateswas______
Thepassageismainlyaboutwhyandhowtoplantmoretreestomakeuniversities
WherewasAdamborn?[br][originaltext]W:Adam,asyouknow,thisjobisbased
章程是评估行业协会内部管理和活动的根本准则,属于协会的重大事项,应当由( )通过
患儿,11岁。皮肤紫癜反复出现3年余,瘀斑瘀点颜色紫黯,面色萎黄,神疲乏力,食欲
10岁女孩,因水肿、少尿7天入院。入院后病情逐渐加重,每日尿量30ml,水肿明显
“哲学”一词是翻译过来的,那么中国自身有没有哲学呢?这个问题的答案是肯定的。凡是
阴虚盗汗遗精宜用A.黄芩 B.黄连 C.黄柏 D.龙胆 E.苦参
根据《民法典》的规定,下列各项中,属于民事法律行为的是()。A.甲观测宇宙黑洞
最新回复
(
0
)