Question 1

The fMRI is the only approach to monitoring brain activity during advertising exposure.

Accepted Answer

While fMRI is one approach to monitoring brain activity during advertising exposure, there are other techniques such as EEG and eye-tracking that can also be used.

Question 2

In the original "Magic Face" ad,the last thing looked at was the ________

Accepted Answer

The answer of In the original "Magic Face" ad,the last...

Question 3

Bartels presents the idea of an Action Review Interview where eye tracking and a personal interview both take place.Bartels suggests that the personal interview be conducted ________.

Accepted Answer

Bartels suggests that the personal interview be conducted after the eye tracking data has been collected to allow for a more informed and focused discussion based on the insights gained from the eye tracking data.

Question 4

Brain researchers have been able to demonstrate the sequence of brain activity that precedes a decision to buy (or not buy)a product.

Accepted Answer

Brain researchers have been using neuroimaging techniques such as fMRI to study the neural correlates of decision-making related to consumer behavior. They have found that certain areas of the brain, such as the prefrontal cortex and the ventral striatum, exhibit activity that precedes a decision to purchase a product or service.

Question 5

Think about the paid search results on the right hand side of the Google results page.The top ad was viewed by ________% of participants while the ad in the sixth position was viewed by ________% of participants.

Accepted Answer

The answer of Think about the paid search results on...

Question 6

The rationale for neuromarketing is that consumer buying decisions are made in split seconds in the ________ part of the brain.

Accepted Answer

Neuromarketing is based on the idea that consumer buying decisions are largely made in the subconscious, emotional areas of the brain, rather than in the conscious, rational areas.

Question 7

Neuromarketers using fMRI assume that activation of the brain area known for "reward" would be a ________ outcome of advertising exposure.

Accepted Answer

Neuromarketers using fMRI are looking for positive outcomes in terms of brain activation. The "reward" center of the brain is associated with positive emotions such as pleasure and satisfaction, so activation in this area would be a desired outcome for advertisers.

Question 8

Consider the two statements below regarding EEG.
I.An EEG uses magnetic resonance scanners to produce sets of cross-sections
Of the brain during exposure to an ad or other stimulus.
II.An EEG measures and records the brain's electrical activity during exposure
To an ad or other stimulus.
Which,if any,of these statements is (are)true?

Accepted Answer

The answer of Consider the two statements below regarding EEG.
I.An...

Question 9

The "Magic Face" case study discussed in the text used two important measures.One was "time to first fixation" while the second was ________.

Accepted Answer

The second important measure used in the "Magic Face" case study, alongside "time to first fixation," was "average gaze time." This measure helps in understanding how long, on average, participants focus on a specific area or item, providing insights into what captures and holds their attention.

Question 10

________ is the label given to the use of brain observation for marketing purposes.

Accepted Answer

Neuromarketing is the label given to the use of brain observation for marketing purposes. It involves using techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to measure consumers' brain activity in response to marketing stimuli. This information can then be used to inform marketing strategies and create more targeted and effective advertising campaigns.

Question 11

Consider the two statements below with regard to neuromarketing.
I.Neuromarketing is no longer considered a "fringe" research technique.
II.Mainstream companies such as Google are now exploring
Neuromarketing applications.
Which,if any,of these statements is (are)true?

Accepted Answer

Both statements are true. Neuromarketing has gained credibility and acceptance in the marketing research community, and mainstream companies such as Google are investing in and exploring its potential applications.

Question 12

Consider the two statements below regarding fMRI.
I.An fMRI uses magnetic resonance scanners to produce sets of cross-sections
Of the brain during exposure to an ad or other stimulus.
II.An fMRI measures and records the brain's electrical activity during exposure
To an ad or other stimulus.
Which,if any,of these statements is (are)true?

Accepted Answer

The answer of Consider the two statements below regarding fMRI.
I.An...

Question 13

The two principal techniques for measuring brain wave patterns are ________.

Accepted Answer

The two principal techniques for measuring brain wave patterns are functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). Option A is incorrect as EKG is used to measure heart activity, not brain activity. Option C and D are incorrect as they include incorrect abbreviations.

Question 14

The revised ad in the "Magic Face" case study was stronger than the original because more time was spent looking at the ________.

Accepted Answer

The answer of The revised ad in the "Magic Face"...

Question 15

Eyetracking research is well suited to determining an ad's strengths and weaknesses and for providing direction for revision.

Accepted Answer

Eyetracking research allows for the measurement of where individuals look and how much time they spend looking at different elements of an ad. This information can then be used to identify which areas of the ad are most effective and which may need revision.

Question 16

Which brain monitoring technique can pinpoint the specific areas being activated during exposure to an ad or other stimulus?

Accepted Answer

While EEG can provide information about brain activity, fMRI is better suited for pinpointing the specific areas being activated during exposure to a stimulus. This is because fMRI can provide a detailed image of the brain, allowing researchers to see exactly which regions are being activated.

Question 17

Facial ________ records the degree of emotional response generated by a stimulus as reflected in the use and movement of facial muscles.

Accepted Answer

Facial coding refers to the process of recording and categorizing the movement of facial muscles in response to a particular stimulus, such as an emotional video or image. It aims to provide an objective measurement of emotional reactions based on the activation of certain facial muscles.

Question 18

With regard to neuromarketing,there is widespread agreement that the EEG is a superior approach to brain monitoring versus fMRI.

Accepted Answer

There is no widespread agreement that EEG is superior to fMRI, as these two techniques have different strengths and limitations and can provide complementary information about brain activity. EEG has better temporal resolution and is less expensive and more portable than fMRI, but its spatial resolution is lower and it is more sensitive to artifacts and noise. fMRI has better spatial resolution and can detect changes in blood flow that reflect neural activity, but it has poorer temporal resolution and is more sensitive to head motion and magnetic field artifacts. Therefore, the choice of which technique to use depends on the research question, the experimental design, and the resources available.

Question 19

With regard to eye tracking and facial coding,researchers believe that ________.

Accepted Answer

Researchers believe that using both eye tracking and facial coding simultaneously can provide important insights into consumer behavior and emotional responses. Eye tracking can help identify where a person is looking, while facial coding can help identify emotional responses based on facial expressions. Using both techniques together can enhance understanding of consumer behavior and emotional responses.

Question 20

Eye tracking used in the "Magic Face" case study showed that consumers spent very little time looking at either the product image or ________.

Accepted Answer

The question states that consumers spend very little time looking at the product image or "X". The options for "X" are model's eyes, model's face, brand name, and headline. Therefore, the correct answer is C, brand name, as it is the only option that fits with the given information.

Quiz 9: Observation Research: Biometrics