What Does the Consumer think?

A

MARKETING people are no longer prepared to take your word for it that you favour one product over another. They want to scan your brain to see which one you really prefer. Using the tools of neuroscientists, such as electroencephalogram (EEG) mapping and functional magnetic-resonance imaging (fMRI), they are trying to learn more about the mental, processes behind purchasing decisions. The resulting fusion of neuroscience and marketing is inevitably, being called 'neuromarketing'.

B

The first person to apply brain-imaging technology in this way was Gerry Zaltman of Harvard University, in the late 1990s. The idea remained in obscurity until 2001, when BrightHouse, a marketing consultancy based in Atlanta, Georgia, set up a dedicated neuromarketing arm, BrightHouse Neurostrategies Group. (BrightHouse lists Coca- Cola, Delta Airlines and Home Depot among its clients.) But the company's name may itself simply be an example of clever marketing. BrightHouse does not scan people while showing them specific products or campaign ideas, but bases its work on the results of more general fMRI-based research into consumer preferences and decision-making carried out at Emory University in Atlanta.

C

Can brain scanning really be applied to marketing? The basic principle is not that different from focus groups and other traditional forms of market research. A volunteer lies in an fMRI machine and is shown images or video clips. In place of an interview or questionnaire, the subject's response is evaluated by monitoring brain activity. fMRI provides real-time images of brain activity, in which different areas 'light up' depending on the level of blood flow. This provides clues to the subject's subconscious thought patterns. Neuroscientists know, for example, that the sense of self is associated with an area of the brain known as the medial prefrontal cortex. A flow of blood to that area while the subject is looking at a particular logo suggests that he or she identifies with that brand.

D

At first, it seemed that only companies in Europe were prepared to admit that they used neuromarketing. Two carmakers, DaimlerChrysler in Germany and Ford's European arm, ran pilot studies in 2003. But more recently, American companies have become more open about their use of neuromarketing. Lieberman Research Worldwide, a marketing firm based in Los Angeles, is collaborating with the California Institute of Technology (Caltech) to enable movie studios to market- test film trailers. More controversially, the New York Times recently reported that a political consultancy, FKF Research, has been studying the effectiveness of campaign commercials using neuromarketing techniques.

E

Whether all this is any more than a modem-day version of phrenology, the Victorian obsession with linking lumps and bumps in the skull to personality traits, is unclear. There have been no large-scale studies, so scans of a handful of subjects may not be a reliable guide to consumer behaviour in general. Of course, focus groups and surveys are flawed too: strong personalities can steer the outcomes of focus groups, and some people may be untruthful in their responses to opinion pollsters. And even honest people cannot always explain their preferences.

F

That is perhaps where neuromarketing has the most potential. When asked about cola drinks, most people claim to have a favourite brand, but cannot say why they prefer that brand's taste. An unpublished study of attitudes towards two well- known cola drinks, Brand A and Brand B, carried out last year in a college of medicine in the US found that most subjects preferred Brand B in a blind testing — fMRI scanning showed that drinking Brand B lit up a region called the ventral putamen, which is one of the brain's reward centres, far more brightly than Brand A. But when told which drink was which, most subjects said they preferred Brand A, which suggests that its stronger brand outweighs the more pleasant taste of the other drink.

G

People form many unconscious attitudes that are obviously beyond traditional methods that utilise introspection, says Steven Quartz, a neuroscientist at Caltech who is collaborating with Lieberman Research. With over 100 billion dollars spent each year on marketing in America alone, any firm that can more accurately analyse how customers respond to brands could make a fortune.

H

Consumer advocates are wary. Gary Ruskin of Commercial Alert, a lobby group, thinks existing marketing techniques are powerful enough. "Already, marketing is deeply implicated in many serious pathologies", he says. 'That is especially true of children, who are suffering from an epidemic of marketing-related diseases, including obesity and type-2 diabetes. Neuromarketing is a tool to amplify these trends.' Dr. Quartz counters that neuromarketing techniques could equally be used for benign purposes. 'There are ways to utilise these technologies to create more responsible advertising, he says. Brain- scanning could, for example, be used to determine when people are capable of making free choices, to ensure that advertising falls within those bounds.

I

Another worry is that brain-scanning is an invasion of privacy and that information on the preferences of specific individuals will be misused. But neuromarketing studies rely on small numbers of volunteer subjects, so that seems implausible. Critics also object to the use of medical equipment for frivolous rather than medical purposes. But as Tim Ambler, a neuromarketing researcher at the London Business School, says, 'A tool is a tool, and if the owner of the tool gets a decent rent for hiring it out, then that subsidises the cost of the equipment, and everybody wins.' Perhaps more brain-scanning will some day explain why some people like the idea of neuromarketing, but others do not.

Questions 14-19

Reading Passage 2 has ten paragraphs A-J.

Choose the correct heading for Paragraphs B-G from the list of headings

below. Write the correct number (i-x) in boxes 14-19 on your answer sheet

List of Heading

i. A description of the procedure and mechanism

ii. An international research project

iii. An experiment to investigate consumer responses

iv. Marketing with an alternative name

v. A misleading name for business?

vi. A potentially profitable line of research

vii. Medical dangers of the technique

viii. Internal drawbacks to marketing tools

ix. Broadening applications

x. What is neuromarketing?

Example Paragraph A

14 Paragraph B

15 Paragraph C

16 Paragraph D

17 Paragraph E

18 Paragraph F

19 Paragraph G

Questions 20-22

Look at the following people (Questions 20-22) and the list of opinions below. Match each person with the opinion credited to him.

Write the correct letter A-Fin boxes 20-22 on your answer sheet.

20 Steven Quartz

21 Gary Ruskin

22 Tim Ambler

List of opinions

A Neuromarketing could be used to contribute towards the cost of medical technology

B Neuromarketing could use introspection as a tool in marketing research.

C  Neuromarketing could be a means of treating medical problems.

D Neuromarketing could make an existing problem worse.

E  Neuromarketing could lead to the misuse of medical equipment.

F  Neuromarketing could be used to prevent the exploitation of consumers

Questions 23-26

Complete the summary below using words from the passage.

Choose ONE WORD ONLY from the passage for each answer.

Write your answers in boxes 23-26 on your answer sheet.

Neuromarketing can provide valuable information on attitudes to particular 23 It may be more reliable than surveys, where people can be 24 , or focus groups, where they may be influenced by others. It also allows researchers to identify the subject's 25 thought patterns. However, some people are concerned that it could lead to problems such as an increase in disease among 26

文章题目：What Does the Consumer think ?

篇章结构

体裁

议论

题目

What Does the Consumer think ?

结构

（一句话概括每段大意）

介绍一种用大脑去观察产品喜好的方法

一个B小组应用F MRI去获得信息

怎么从F MRI中获得信息去了一个例子

从之前只有小部分接受到美国大多数人都接受了

同样的他会有一些瑕疵

举例说明有的结果和人们说的不一样

neuroscientists通过精确的分析获得了很多对象

两人对科学技术的不同观点

两种不同定义日后有可能利用这种科技知道为什么会有不同的意见

试题分析

Question 1-。。。

题目类型：

题号

定位词

文中对应点

题目解析

14

V

B段

B段中说BrightHouse 营销公司成立了神经学营销小组，然而该公司的名字显示它并没有扫描人的想法，仅仅是聪明营销的例子，因此选V

15

i

C段

C段描述了大脑扫描的原理和过程，所以选i

16

ix

D段

D段主要说了从起初只有欧洲的公司利用神经学营销，到现在美国的公司也开始着手，说明了神经营销的应用范围领域变广，故选择ix

17

viii

E段

E段说了市场调查方法中存在的一些缺陷，例如接受测试的人太少不足以得出正确的结果等等。因此选择viiii.

18

iii

F段

F段主要说了神经学营销的一个例子——消费者对于两种不同可乐饮料的反馈。 所以选iii.

19

vi

G段

G段说人们对于产品的态度很多都是无意识的。如果能够准确地分析出消费者是如何选择商品的，这将会带来巨大的利益。因此选vi.

20

f

G段

People form many unconscious attitudes that are obviously beyond traditional methods that utilise introspection,says Steven Quartz, a neuroscientist at Caltech who is collaborating with Lieberman Research.

21

d

H段

Consumer advocates are wary. Gary Ruskin of Commercial Alert, a lobby

group, thinks existing marketing techniques are powerful enough.

22

a

I段

But as Tim Ambler, a neuromarketing researcher at the London Business School, says, 'A tool is a tool, and if the owner of the tool gets a decent rent for hiring it out, then that subsidises the cost of the equipment, and everybody wins

23

brands/logo

C段

A flow of blood to that area while the subject is looking at a particular logo suggests that he or she identifies with that brand.

24

Untruthful

A段

They want to scan your brain to see which one you really prefer.

25

Unconcious /subconscious

C段

This provides dues to the subject’s subconscious thought patterns.

26

Children

H段

'Already, marketing is deeply implicated in many serious pathologies", he says. 'That is especially true of children, who are suffering from an epidemic of marketing-related diseases, including obesity and type-2 diabetes.

参考译文：

消费者在想什么

A

当你说，喜欢一个产品胜过另一个，营销人不再愿意相信你的话，他们想扫描你的大脑来看看你更喜欢哪个（产品）。神经科学家开始使用此类工具，如脑电图（EEG映射和功能性核磁共振成像（fMRI)；他们正试图了解