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
2013-01-12
71
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 According to an unpublished paper the group produced, "It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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.
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 Haryard,and business school professol 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。
转载请注明原文地址:https://www.kaotiyun.com/show/9k9O777K
0
考博英语
相关试题推荐
Althoughthefalsebanknotesfooledmanypeople,theydidnot______closeexamination.
Thismorningwhenshewaswalkinginthestreet,ablackcar______besideher.
AttheKyotoconferenceonglobalwarminginDecember1997,itbecameabundantlyclearhowcomplexithasbecometoworkoutint
Inthelongrunagovernmentwillalwaysencroachuponfreedomtotheextenttowhichithasthepowertodoso.Thisisalmost
______,therearemoresimilaritiesbetweenvariouspeopleoftheworldthantherearedifferences.
Researcherswhorefusetosharedatawithothersmay【31】otherstowithholdresultsfromthem,【32】astudybyhealth-policyanalys
Lookatthepicturescarefullyandwriteanessayofnolessthan250wordsonthetopic.UsetheproperspaceonyourAnswerSh
Hewillsimplynotlistentoanybody;heis______toargument.
Hebelievedthatthegreatestofhis______wasthathe’dneverhadacollegeeducation.
Eventoday,(through)the(hustleandbustle)ofNevskyProspect,StPetersburg’smainstreet,the(classical)beautyofthecit
随机试题
从树的根结点到树中的其余结点之间的路径______惟一的。
风疹病毒易感者主要是
A.痉挛性脑瘫B.手足徐动型脑瘫C.强直型脑瘫D.共济失调型脑瘫E.肌张力低下型脑瘫肌张力增高,被动运动时有折刀样改变见于
运用现代医学技术,不通过两性结合,而进行高等动物(包括人)生殖的技术是()
营业税的扣缴义务人是指根据税法的规定,负有扣缴纳税人应纳税款义务的单位和个人,演出经纪人为个人的,其办理演出业务的应纳税款以()为扣缴义务人。
近年来,随着移动互联网的发展和高性能低功耗处理芯片的推出,部分穿戴式设备已经从概念走向商用。关于穿戴式设备的报道不断传出。谷歌眼镜是当前穿戴式设备最受关注的例子。资料显示,谷歌眼镜配有陀螺仪、加速器等常见感应器,可以追踪用户脸和头的朝向和角度,通过连接安卓
户调式是西晋基本的经济和财政制度,它的内容中不包括()。
Oneofthemanyodditiesofmigrationpolicyisthatimmigrantscomingintoworkpermanentlyareusuallyaminorityofthosewh
设a>0,讨论方程aex=x2根的个数。
A、Theyprotectstudents’rights.B、Theypromoteglobalization.C、Theyupholdthepresidents’authority.D、Theyencourageacademi
最新回复
(
0
)