Neurosciences

Question 1

Neuromarketing: Limitations of Self-Reports

Answer 1

• Inability to identify own mental states
• Unwillingness to report own mental states
• Inability to predict own future behavior
• Asking about mental states affects behavior

Question 2

Neuromarketing: Consumer Neuroscience

Answer 2

scientific study of consumer behavior via psychophysiological and neuroscientific methods

Question 3

Neuromarketing: Speech

Answer 3

• left
• Broca: articulation
• Wernicke: comprehension

Question 4

Neuromarketing: Electroencephalography (EEG)

Answer 4

-Temporal resolution
-relatively portable and inexpensive
BUT poor spatial resolution

Question 5

Neuromarketing: Diffusion Tensor Imaging (DTI)

Answer 5

-physical attributes of the brain
-Not task dependent
BUT Not directly connected to function

Question 6

Neuromarketing: Transcranial Magnetic Stimulation (TMS)

Answer 6

-Portable
-“Causal” inferences
BUT Limited depth
Spatially non-specific

Question 7

Neuromarketing: Functional Magnetic Resonance Imaging (fMRI)

Answer 7

• Excellent spacial resolution
• Good temporal resolution
BUT • Expensive
• Controlled environment

Question 8

Neuromarketing: Plassmann et al., wine

Answer 8

Measures: (mOFC): pleasure