Marketing Question

Learning Goal: I’m working on a marketing question and need an explanation and answer to help me learn.

  1. Read the Marketing News article available on both LiveText and iTunesU, titled “New Mind-Reading Tools Predict Consumer BehaviorView in a new windowhttps://www.ama.org/publications/MarketingNews/Pages/mind-reading-tools-predict-consumer-behavior.aspx (Links to an external site.)Answer the following questions:
    1. Why is the use of an Electroencephalogram (EEG) important in studying consumer decision making? What does the EEG reveal that traditional self-reports cannot?
    2. Discuss how other biometric tools complement neuroscientific research, in the study and prediction of consumer behavior.
    3. Why is there opposition or skepticism toward these methods of marketing research? Explain.
    4. How much brain activity goes on during exposure to an advertisement?
    5. As crazy as all of this sounds (even the course!), why (or how) does it all actually work? Explain.
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