$4.$ Video Case: iMotions Video Case

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IMotions Video Case

Neuromarketing is the use of insights and tools from neuroscience to better understand consumer responses to different kinds of marketing stimuli. The neuromarketing "toolbox" is not limited simply to imaging technologies, such as fMRI or EEG, that directly measure brain activity. The term also covers a variety of alternative methods for measuring behavioral and physiological responses to marketing stimuli. These other methods include eye tracking, facial expression coding, core biometrics $($e$.$g$.,$ heart rate, respiration, skin conductance$),$ and implicit response testing.

This activity is important because, while traditional research methods rely heavily on the use of self$-$reported measures of attitudes, intentions, and behaviors, there are several drawbacks to these methods. Certain research topics may be embarrassing or uncomfortable, a chosen measurement instrument may not allow the subject to express the true degree of feeling about an evaluated item, and subjects may not be consciously aware of their attitudes.

The goal of this activity is to better understand the importance of neuromarketing in understanding consumers' responses to marketing stimuli.

Click the $$Play button to watch the video. Then, answer the questions that follow.

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$4$a$.$ Why are people typically poor sources $...$

Why are people typically poor sources of information?

Multiple Choice

Consumers lie frequently because they do not like marketing.

Most consumers do not make multiple purchases.

Marketing surveys are never completed.

Human memory is unreliable.

People remember every purchase they make.