Introduction to Neuromarketing

What is "neuromarketing"?

• A way of misleading consumers into buying things they wouldn't otherwise want.

• An approach that allows marketers to measure consumer's subconscious responses to brands,ads and products using the techniques and knowledge from cognitive neuroscience?

• A form of market research that allows you to interpret what people say more accurately?

Why are companies interested in using neuromarketing?

• To predict consumer behaviour with greater accuracy than traditional methods alone.

• To understand how their products or services stimulate the brain's reward and decision making areas.

• Because consumers often don't know what they really think.

We always know what will make us happy.

• True

• False

Which of these neuro-techniques measure brain responses directly?

• Functional MRI

• Lie Detectors or devices that measures the skin sweat or heart rate

• Electroencephalography

• None of them.

Neurons, or brain cells, communicate via a series of electro-chemical processes.

• True

• False

What is the phenomenon whereby an individual fails to perceive an unexpected stimulus that is in plain sight?

• Blindsight

• Change or Inattentional blindness

• Choice blindness

What is the estimated number of neurons in the human brain?

• 100 billion

• 1 billion

• 100 trillion

The principle of specialization proposes that each brain area only participates in a specific task. Their functions are hard-wired from birth.

• True

• False

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

• True

• False

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

• True

• False