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Questions and Answers

What is the purpose of neuromarketing as mentioned in the text?

To understand consumer behavior for ethical marketing

To manipulate consumers without their knowledge (correct)

To provide consumers with better products

To encourage consumers to make informed purchasing decisions

What does the experimental store mentioned in the text allow market study agencies to do?

Test new packaging and placements on store shelves (correct)

Analyze the effectiveness of TV commercials on consumers

Study the impact of discounts on consumer behavior

Conduct surveys on consumer preferences

What is the purpose of the strange-looking pair of glasses worth 20,000 euros mentioned in the text?

To protect consumers' eyes from harmful store lighting

To track the eye movements of consumers (correct)

To display augmented reality while shopping

To provide magnified vision for consumers

What is the main purpose of the electromyograph developed by Olivier Drewler?

To measure brain activity while watching advertising Signup and view all the answers

What is the role of Eric Sanglo at BVA, the market study agency, as mentioned in the text?

He tracks consumer behavior in stores using eye trackers Signup and view all the answers

What is the significance of the statement 'neuromarketing is a taboo subject among companies of the 21st century'?

It highlights the controversial nature of neuromarketing techniques Signup and view all the answers

What do the glasses with a system of red dots, mentioned in the text, do?

Record each movement of the eye to the nearest millisecond Signup and view all the answers

Why do companies use neuromarketing techniques, according to the text?

To manipulate consumer decision-making without their knowledge Signup and view all the answers

What does the electromyograph measure according to the text?

'Brain activity' while watching advertising Signup and view all the answers

'Without us knowing' implies that consumers are unaware of:

'The manipulation' occurring through neuromarketing Signup and view all the answers

What was one of the main challenges faced by Nike in 1984?

Competition from established brands like Adidas and Converse Signup and view all the answers

Why did Michael Jordan initially resist signing with Nike?

He had a strong preference for Adidas due to their track suits and three stripes. Signup and view all the answers

What did Michael Jordan not like about Nike's shoes at the time?

The high soles Signup and view all the answers

Who was Nike's creative director at the time of signing Michael Jordan?

Peter Moore Signup and view all the answers

How did Peter Moore address Michael Jordan's concern about the height of Nike's soles?

He figured out a way to lower the air unit to meet MJ's requirement. Signup and view all the answers

What colorway pattern did Peter Moore use for the first Air Jordan model to match MJ's Chicago Bulls jersey?

Black and red Signup and view all the answers

Who coined the iconic name 'Air Jordan' for the brand?

David Fox and Rob Strasser Signup and view all the answers

Why did Michael Jordan resist meeting with Nike initially?

'I don't want to go' after a long season and finishing the Olympics. Signup and view all the answers

What was Nike's motivation for creating the perfect shoe for Michael Jordan?

'To boost their profile on the court' as well as 'bring fresh eyes to Nike.' Signup and view all the answers

Why was it a tricky task to design Michael Jordan's first Air Jordan Model?

MJ had specific demands that were hard to meet. Signup and view all the answers

Study Notes

Neuromarketing

Neuromarketing is used to understand consumers' unconscious reactions to products and advertising
It aims to measure brain activity to identify what triggers emotional responses in consumers

Experimental Store

The experimental store allows market study agencies to observe consumers' behavior in a realistic shopping environment
It is equipped with cameras, sensors, and other devices to track consumers' actions and reactions

Glasses with Red Dots

The glasses with a system of red dots track eye movements to identify what catches consumers' attention
They cost 20,000 euros and are used in neuromarketing research

Electromyograph

The electromyograph measures facial muscles to detect emotional responses to products or advertising
It was developed by Olivier Drewler

Eric Sanglo

Eric Sanglo is the director of BVA, a market study agency
He is involved in neuromarketing research and studies consumer behavior

Taboo Subject

Neuromarketing is a taboo subject among companies due to concerns about privacy and manipulation of consumers

Companies' Motivation

Companies use neuromarketing techniques to understand consumers' unconscious reactions and create more effective advertising and products
They want to know what triggers emotional responses in consumers to influence their purchasing decisions

Unconscious Reactions

Neuromarketing aims to understand consumers' unconscious reactions, which they may not be aware of themselves
The phrase "without us knowing" suggests that consumers may not realize what drives their purchasing decisions

Nike and Michael Jordan

Challenges Faced by Nike

One of Nike's main challenges in 1984 was to create a brand that could compete with established brands like Adidas and Converse

Michael Jordan's Initial Resistance

Michael Jordan initially resisted signing with Nike due to concerns about the brand's reputation and quality
He also didn't like Nike's bulky shoes at the time

Peter Moore's Solution

Peter Moore, Nike's creative director, addressed Michael Jordan's concerns by creating a shoe that was both stylish and high-quality
He used a colorway pattern to match Michael Jordan's Chicago Bulls jersey for the first Air Jordan model

Air Jordan Brand

The iconic name 'Air Jordan' was coined by Peter Moore
Nike's motivation for creating the perfect shoe for Michael Jordan was to associate the brand with a successful athlete

Design Challenges

Designing Michael Jordan's first Air Jordan model was a tricky task due to his specific requirements and concerns about the height of the soles

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Explore a quiz about a liberated woman's lifestyle choices, from her favorite skin cream to her go-to burger restaurant and travel agency. Discover her brand preferences and favorite spots for relaxation and indulgence.