Consumer Neuroscience and Marketing Stimulation
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Questions and Answers

What is the main point of the passage?

  • Consumer neuroscience is a panacea for all marketing and advertising problems.
  • Understanding the consumer through consumer neuroscience is a challenging but valuable endeavor. (correct)
  • The human brain is not capable of predicting human behavior.
  • Consumer neuroscience can manipulate the thoughts of consumers.

    • According to the passage, what is a common misunderstanding about consumer neuroscience?

  • It is solely based on clinical symptoms in epilepsy.
  • It is a tool to implant thoughts into the minds of consumers. (correct)
  • It is unrelated to the creation of better products and services.
  • It is ineffective in assessing consumer reactions.

    • What is the purpose of consumer neuroscience, as mentioned in the passage?

  • To manipulate the thoughts of consumers.
  • To predict human behavior at different levels.
  • To anticipate memory retrieval in consumers.
  • To assess consumer reactions for creating and shaping better products and services. (correct)

    • Which criterion is NOT mentioned as a consideration for choosing an appropriate consumer neuroscience methodology?

    <p>Geographical location</p> Signup and view all the answers

    What does the passage suggest about consumer neuroscience research tools?

    <p>They are highly effective but often create false expectations.</p> Signup and view all the answers

    What does consumer neuroscience aim to understand?

    <p>How consumers think and feel in response to marketing stimuli</p> Signup and view all the answers

    Why is consumer neuroscience considered a powerful tool for understanding consumer behavior?

    <p>It helps in understanding how the brain responds to marketing stimuli</p> Signup and view all the answers

    What is the curious case of O2 mentioned by Professor Robert Heath?

    <p>The unexpected success of an advertising campaign featuring blue water and bubbles</p> Signup and view all the answers

    Why was the success of O2's advertising campaign considered inexplicable?

    <p>The campaign did not adhere to traditional advertising standards</p> Signup and view all the answers

    What is one reason why the author states 'we do not really know what made that campaign so successful'?

    <p>The factors contributing to the success were not clearly understood</p> Signup and view all the answers

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