Question 2 of 21

What is neuromarketing based on?

... Neuromarketing is based on sensory stimulation, in the hopes of awakening good feelings about a product or image. It does so, however, with solid scientific evidence from brain studies.

Question 3 of 21

Who invented neuromarketing?

... Harvard psychologists developed neuromarketing in 1990 based on the concept of "meme" created by British evolutionary biologist Richard Dawkins.

Question 4 of 21

What is a meme?

... Memes are beliefs or behaviors that spread from one person to the next naturally within a culture. With the concept of meme, the belief or behavior is self-replicating, at least while it lasts. Examples of memes are catchphrases people in a particular region use, conspiracy theories, urban legends, Internet slang and even fashions.

Question 5 of 21

How are memes used in viral marketing?

... Memes, or memetics, are used in viral marketing to hopefully catch on and spread from person to person or through the Web. An example is the current use of pink to represent breast cancer. Even if it didn't start out with that intent, the use of pink in products now associates with advocacy for the disease. The smell of freshly baked bread usually equates to coziness and a loving home. It's automatic in people's brains, so marketers can use the smell or image of baked bread to sell a product they want people to associate with comfort and home.

Question 6 of 21

What was the "Pepsi Challenge"?

... During the Pepsi Challenge, people were given either Coke or Pepsi to drink without being told which one they were drinking. Test results (obtained using brain scanning technology) showed that Pepsi produces more feelings of rewards in the brain, but the majority of consumers still prefer Coke because of childhood memories, associations and past feel-good advertisements -- meme influences.

Question 7 of 21

The Zaltman metaphor elicitation technique (ZMET) is a neuromarketing technique designed to entice a response using:

... ZMET is about image-only ads. Absolut vodka, for example, has run a campaign for years using a picture of the product's bottle disguised as something else. To understand the ad, viewers need to pause for at least a few seconds and look closely. This affects the reward center of your brain as you think to yourself: "I solved the puzzle!" and also forces you to pay attention to the product, branding it into your memory.

Question 8 of 21

Which of the following companies is famous for using ZMET in its marketing?

... Ads featuring General Motors pickups exploring the back roads of America appeal to potential buyers without the need for words.

Question 9 of 21

What is the "reptilian brain"?

... The reptilian brain is the basic section of your brain that controls impulses and instincts, such as the fight-or-flight response, balance and posture, and even the "buy" response to advertisements. This is the area of your brain that neuromarketers target.

Question 10 of 21

How do neuromarketers know best whether their techniques are working?

... Focus groups, surveys and product sales help marketers, but they're the stuff of traditional marketing. Neuromarketers use new techniques to measure what happens in the brain. Functional magnetic resonance imaging (fMRI) is a type of MRI scan that analyzes the response of the brain to different stimuli by measuring minute metabolic changes that occur in active parts of the brain.

Question 11 of 21

When measuring response to neuromarketing, what do experts look for in a potential buyer?

... An increase in heart rate or respiration intensity can indicate a feeling of excitement, a positive response to the marketing ad.

Question 12 of 21

Some consumer advocacy groups claim neuromarketing is unethical. Why?

... Neuromarketing makes use of potentially invasive technology, such as measuring voice stress analysis, eye tracking and galvanic skin response.

Question 13 of 21

Why are images more effective than words when it comes to marketing?

... A single image can transmit a number of emotions if used correctly. Images also can reach people of different ages and cultural backgrounds, because some pictures can mean different things to different groups. Words, on the other hand, would have to be modified for each group.

Question 14 of 21

Consumers make decisions about whether to continue watching or pay attention to ads in the first _____ the ad airs.

... People decide within the first second the ad airs, or more accurately, the first fraction of a second. This is why images are so important in neuromarketing. If marketers know what to show first in an ad, they can grab a potential customer's attention and hold it.

Question 15 of 21

If neuromarketing is so effective, why don't more companies use it?

... Testing a single TV ad in a small group of people can cost more than $100,000. Renting brain scanning equipment is extremely expensive, too much for many companies.

Question 16 of 21

Neuromarketing is based on the concept that primitive emotions work on the brain when choosing a product. One of those emotions is seeking pleasure or gain. What's the other one?

... In fact, avoiding pain is often more important than gaining pleasure in the brain.

Question 17 of 21

What percentage of any message or communication (including advertising) is based on visual cues?

... Humans are visual animals, and 65 percent of any message has visual cues as its basis. First impressions or opinions about a product are heavily connected to whether we like the "look" of the product. It's also one of the reasons why a recognizable brand or logo is important.

Question 18 of 21

People in which of the following cultures seem to respond more with their reptilian brains to neuromarketing?

... People in French and German cultures are more focused on the logical aspect of a product, rather than the emotions that product awakens. Leave it to the Americans to buy with their hearts, not their heads (well, maybe their reptilian brains).

Question 19 of 21

What's the biggest drawback to neuromarketing?

... Studies to date on neuromarketing have been performed by companies or organizations pushing the technique. This can lead to one-sided opinions that lack scientific backup and objective review. Until more research is done on the subject, it's difficult to say with certainty just how well neuromarketing works.

Question 20 of 21

In 2010, Microsoft paid for neuromarketing to analyze just how well Xbox games engaged and attracted consumers. What was the purpose of this research?

... Microsoft wanted to sell advertising space that would be featured within the games themselves. To do that, they needed to first prove to companies that investing in the ads was worthwhile.

Question 21 of 21

How does eye tracking work in neuromarketing?

... Pupil dilation is measured in eye tracking to tell experts whether you're experiencing fear, excitement or boredom.

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