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
29
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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 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 the corresponding relations between people’s brain and behavior.
D、There are many large organizations endorsing and financing the Harvard group’s further investigation.
答案
B
解析
本题可参照原文的“Stephen Kosslyn,a professor of psychology at Harvard,and business school professor Gerald Zaltman,oversee the lab.”oversee是“监视、检查”的意思,而B项overlook意为“忽视、忽略”,含义相反。因此答案为B。
转载请注明原文地址:https://tihaiku.com/zcyy/4051778.html
相关试题推荐
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
Whatdoconsumersreallywant?That’saquestionmarketresearcherswouldlo
You’rebusyfillingouttheapplicationformforapositionyoureallyne
AndresearcherssaythatlikethoseliteraryromanticsRomeoandJuliet,they
AndresearcherssaythatlikethoseliteraryromanticsRomeoandJuliet,they
Consumersdeprivedoftheinformationandadvicetheyneededwerequitesimply__
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
WenowfindthatagreatmanythingswethoughtwereNaturalLawsarereally
随机试题
AccordingtoJonathanFoulds,adultsmokerswhoswitchtonicotinevapingproduc
[originaltext]Somepeoplehaveverygoodmemories,andcaneasilylearnqui
PhyllisWheatleyisregardedasAmerica’sfirstblackpoet.Shewasbornin
下列作家属于明末爱国诗人的有()A.李贽 B.于谦 C.陈子龙 D.夏完
在双缝干涉实验中,入射光的波长为,用透明玻璃纸遮住双缝中的一条缝(靠近屏一侧),
能够满足电动机平稳启动,同时可靠性高、维护量小、参数设置简单的电动机启动方法是(
休克的病理特点是A.组织器官灌流减少 B.组织器官有效灌流量增加 C.有效循
材料一《普通高中物理课程标准(2017年版)》关于“抛体运动”的要求标准为:“会
因交易对手未能履行合同所规定的义务而使银行面临的风险属于()。A.法律风险
纯电动乘用车属于车船税征税范围。()
最新回复
(
0
)