What is neuromarketing?
The application of neuroscientific and psychological techniques to capture consumers' subconscious responses
A deliberate attempt to manipulate consumers into buying things they would not otherwise need or want
A new form of explicit market research that relies on consumers' spoken feedback
Neuromarketing has been used by marketers since
Neuromarketing is also often referred to as
Quantitative market research
Why are companies using neuromarketing?
Because consumers don't always tell the truth
Because consumers don't always know how they feel
Because consumers often tell them what they want to hear
All of the above
Our choices are mainly determined by conscious thought processes rather than subconscious emotional urges.
Which of these neuro-techniques measure brain responses directly?
Functional MRI (FMRI)
None of them
How do neurons communicate?
Through the exchange of microtubules
Through the blood brain barrier
Via a series of electro-chemical processes
Via the flow of oxygenated blood
Perception is the process by which we detect signal from the environment and convert them into neural signals
Perception arises from a series of both "bottom-up" and top-down processes, such that features are processed independently but their integration and our subjective experience is influenced by prior expectations
Psychophysics is the study of the relationship between physical characteristics of stimuli and our psychological experience with them
The subliminal threshold is the minimum stimulation needed to reliably detect a stimulus 50% of the time
When Henry first enters his swimming pool, the water feels uncomfortably cold. Five minutes later, the water feels comfortable to Henry. This is an example of
just noticeable difference
Our perception of objects and events in the world are influenced by
The perceptual set
Which of these brain areas are involved in decision making
The visual system finds it difficult to process high contrast stimuli