Introduction to Neuromarketing

Gemma Calvert
Quiz by Gemma Calvert, updated more than 1 year ago
Gemma Calvert
Created by Gemma Calvert about 4 years ago
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Description

This is a short test to remind you what you have learned about the fundamental objectives of neuromarketing and some key points about how the brain works.

Resource summary

Question 1

Question
What is "neuromarketing"?
Answer
  • A way of misleading consumers into buying things they wouldn't otherwise want.
  • A form of market research that allows you to interpret what people say more accurately?
  • An approach that allows marketers to measure consumers' subconscious responses to brands, ads and products using the techniques and knowledge from cognitive neuroscience?

Question 2

Question
Why are companies interested in using neuromarketing?
Answer
  • To predict consumer behaviour with greater accuracy than traditional methods alone
  • Because consumers often don't know what they really think
  • To understand how their products or services stimulate the brain's reward and decision making areas

Question 3

Question
We always know what will make us happy.
Answer
  • True
  • False

Question 4

Question
Which of these neuro-techniques measure brain responses directly?
Answer
  • Functional MRI
  • Electroencephalography
  • Lie detectors or devices that measure skin sweat or heart rate
  • None of them

Question 5

Question
Neurons, or brain cells, communicate via a series of electro-chemical processes.
Answer
  • True
  • False

Question 6

Question
What is the phenomenon whereby an individual fails to perceive an unexpected stimulus that is in plain sight?
Answer
  • Choice blindness
  • Blindsight
  • Change or inattentional blindness

Question 7

Question
What is the estimated number of neurons in the human brain?
Answer
  • 100 billion
  • 100 trillion
  • 1 billion

Question 8

Question
The principle of specialisation proposes that each brain area only participates in a specific task. Their functions are hard-wired from birth.
Answer
  • True
  • False

Question 9

Question
To represent the world, the brain detects physical energy from the environment and converts it into neural signals. This is a process called perception.
Answer
  • True
  • False

Question 10

Question
Top-down processing refers to the phenomenon by which our prior expectations and experiences influence what we actually perceive or experience.
Answer
  • True
  • False

Question 11

Question
Which of these can influence our perception?
Answer
  • Context
  • Culture
  • Perceptual set
  • All of the above

Question 12

Question
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.
Answer
  • True
  • False

Question 13

Question
Which of these statements best characterises the function of mirror neurons?
Answer
  • They help us to see ourselves more accurately
  • They mimic the motor actions that we see others performing
  • They facilitate the speed at which brain cells communicate

Question 14

Question
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.
Answer
  • True
  • False
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