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Introduction to Neuromarketing

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.
Gemma Calvert
Quiz by Gemma Calvert, updated more than 1 year ago
Gemma Calvert
Created by Gemma Calvert about 8 years ago
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Resource summary

Question 1

Question
What is "neuromarketing"?
Image:
546427db-0753-4fd4-863e-2e3c894c5d5a (image/jpeg)
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?
Image:
db53668a-caa9-467b-a9c0-b573a6fe4f57 (image/jpeg)
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.
Image:
469eca8f-6e0a-459f-80e6-7419c8264764 (image/jpeg)
Answer
  • True
  • False

Question 4

Question
Which of these neuro-techniques measure brain responses directly?
Image:
b389df27-f1a6-4a4d-a048-e23971cab89e (image/jpeg)
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.
Image:
98cd0dce-4a20-46d8-a275-97bb23c20a03 (image/png)
Answer
  • True
  • False

Question 6

Question
What is the phenomenon whereby an individual fails to perceive an unexpected stimulus that is in plain sight?
Image:
Green Bell Pepper Fresh Produce Group Llc (binary/octet-stream)
Answer
  • Choice blindness
  • Blindsight
  • Change or inattentional blindness

Question 7

Question
What is the estimated number of neurons in the human brain?
Image:
5e5e9892-0ae8-466b-8338-27651f803929 (image/jpeg)
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.
Image:
11b3170c-1294-48dc-97d0-f60675dec812 (image/jpeg)
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.
Image:
fbc79207-65e6-44b3-b486-d7db83bd2def (image/jpeg)
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.
Image:
30a7e2ac-7646-4603-a645-02192f2955b9 (image/jpeg)
Answer
  • True
  • False

Question 11

Question
Which of these can influence our perception?
Image:
a5fe02e5-5d3f-4382-a2dd-9137c4fe7dc9 (image/jpeg)
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.
Image:
58bc465a-271d-4ab7-82d6-d0ac1ae00bd1 (image/jpeg)
Answer
  • True
  • False

Question 13

Question
Which of these statements best characterises the function of mirror neurons?
Image:
c9c72647-d055-4b16-a173-a474323e3b54 (image/jpeg)
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.
Image:
1a761811-c2f6-452d-8858-b4c9351488af (image/jpeg)
Answer
  • True
  • False
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