Introduction to Neuromarketing

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What is "neuromarketing"?

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Why are companies interested in using neuromarketing?

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We always know what will make us happy.

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Which of these neuro-techniques measure brain responses directly?

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

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

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

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

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

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

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Which of these can influence our perception?

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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.

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Which of these statements best characterises the function of mirror neurons?

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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.

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.

Introduction to Neuromarketing

What is "neuromarketing"?

Why are companies interested in using neuromarketing?

We always know what will make us happy.

Which of these neuro-techniques measure brain responses directly?

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

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

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

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

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

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

Which of these can influence our perception?

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.

Which of these statements best characterises the function of mirror neurons?

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.