6899546
Descripción
Test por Gemma Calvert, actualizado hace más de 1 año
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Creado por Gemma Calvert
hace más de 7 años
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Pregunta 1
Respuesta
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A way of misleading consumers into buying things they wouldn't otherwise want.
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A form of market research that allows you to interpret what people say more accurately?
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An approach that allows marketers to measure consumers' subconscious responses to brands, ads and products using the techniques and knowledge from cognitive neuroscience?
Pregunta 2
Pregunta
Why are companies interested in using neuromarketing?
Respuesta
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To predict consumer behaviour with greater accuracy than traditional methods alone
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Because consumers often don't know what they really think
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To understand how their products or services stimulate the brain's reward and decision making areas
Pregunta 3
Pregunta
We always know what will make us happy.
Respuesta
- True
- False
Pregunta 4
Pregunta
Which of these neuro-techniques measure brain responses directly?
Respuesta
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Functional MRI
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Electroencephalography
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Lie detectors or devices that measure skin sweat or heart rate
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None of them
Pregunta 5
Pregunta
Neurons, or brain cells, communicate via a series of electro-chemical processes.
Respuesta
- True
- False
Pregunta 6
Pregunta
What is the phenomenon whereby an individual fails to perceive an unexpected stimulus that is in plain sight?
Respuesta
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Choice blindness
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Blindsight
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Change or inattentional blindness
Pregunta 7
Pregunta
What is the estimated number of neurons in the human brain?
Respuesta
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100 billion
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100 trillion
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1 billion
Pregunta 8
Pregunta
The principle of specialisation proposes that each brain area only participates in a specific task. Their functions are hard-wired from birth.
Respuesta
- True
- False
Pregunta 9
Pregunta
To represent the world, the brain detects physical energy from the environment and converts it into neural signals. This is a process called perception.
Respuesta
- True
- False
Pregunta 10
Pregunta
Top-down processing refers to the phenomenon by which our prior expectations and experiences influence what we actually perceive or experience.
Respuesta
- True
- False
Pregunta 11
Pregunta
Which of these can influence our perception?
Respuesta
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Context
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Culture
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Perceptual set
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All of the above
Pregunta 12
Pregunta
Determining if someone wants something (even implicitly) is a much better predictor of whether or not they will buy it, than if they say they like it.
Respuesta
- True
- False
Pregunta 13
Pregunta
Which of these statements best characterises the function of mirror neurons?
Respuesta
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They help us to see ourselves more accurately
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They mimic the motor actions that we see others performing
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They facilitate the speed at which brain cells communicate
Pregunta 14
Pregunta
90% of our behaviour is driven by subconscious processes in the brain. This is why market research methods that only rely on explicit consumer feedback can be inaccurate.
Respuesta
- True
- False
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