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 ac
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
Passage 3 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’ 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. 我来回答: 提交
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