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Neuroimagery can provide valuable insights into consumer preferences from "summary" of Neuromarketing by Patrick Renvoise,Christophe Morin
Neuroimagery, such as fMRI scans, allows researchers to peek inside the brain and observe how it responds to different stimuli. By analyzing these neural reactions, marketers can gain valuable insights into consumer preferences that traditional methods like surveys or focus groups may not uncover. This technology provides a direct line to the subconscious, revealing true emotional reactions that consumers may not even be aware of themselves. For instance, a consumer may claim to prefer a certain brand in a survey, but their brain activity when exposed to different brands could tell a different story. Ne...
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