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Test Fundamentals and techniques of Neuromarketing
Agenda
QUESTION 1: What technique more accessible than fMRI detects electrical activity of brain waves?
Functional magnetic resonance imaging
Eye tracking
Electroencephalogram
Structural magnetic resonance
QUESTION 2: What is the fundamental goal of neuromarketing according to the text?
Understanding how the brain reacts to sales stimuli
Increase advertising budget
Completely replace traditional surveys
Measure conscious memory only
3rd QUESTION: Which tool allows to visualize with precision specific areas of the brain activated by a stimulus?
Eye tracking
Electroencephalogram
Galvanic skin response
Functional magnetic resonance imaging
QUESTION 4: What bias is eliminated when assessing the consumer's biological response?
Researcher confirmation bias
Rational self-assessment bias
Non-response sampling bias
Seasonal sales bias
QUESTION 5: What does neuromarketing assume about purchasing decisions?
That are not purely rational and are influenced by emotions, attention and memory
Based solely on price comparison
Relying only on conscious logic
Can always be predicted with questionnaires
QUESTION 6: What is eye tracking used for in neuromarketing?
To measure the activity of brain reward centers
To detect states of arousal through brainwaves
To track the gaze path and know what captures attention
To record the electrical conductance of the skin
QUESTION 7: What is the goal in identifying elements that activate reward centers or generate subconscious rejection?
Completely replace advertising creative
Reduce cost of functional MRIs
Measure financial return on campaigns in real time
Designing strategies that sell to the brain by appealing to instinctive and emotional mechanisms
8TH QUESTION: What advantage do these techniques offer over asking the consumer directly?
Knowing conscious opinions in greater detail
Directly reveal psychophysiological response and what the consumer does not verbalize
Eliminate the need for controlled experiments
Ensure everyone is telling the truth in surveys
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