Overview
Read the Marketing News article available https://www.ama.org/marketing-news/new-mind-readin...
Answer the following questions:
- Why is the use of an Electroencephalogram (EEG) such as the one used in class, important in studying consumer decision making? What does the EEG reveal that traditional self-reports cannot?
- Discuss how other biometric tools complement neuroscientific research, in the study and prediction of consumer behavior.
- Why is there opposition or skepticism toward these methods of marketing research? Explain.
- How much brain activity goes on during exposure to an advertisement?
- As crazy as all of this sounds (even the course!), why (or how) does it all actually work? Explain.
Use additional references to support your answers. Provide full, complete answers.