Read the statements below and decide if they are
true ( T ) or false ( F ) according to text 2.
( ) A minority of advertisements already use
neuromarketing.
( ) Neuromarketing can only be used on food or
drink products.
( ) Scientists refuse to work with companies on
neuromarketing projects.
( ) Neuromarketing allows companies to discover
exactly what people like about their products.
Choose the alternative which presents the correct
sequence, from top to bottom.

Question

Text 2Corporations can now find out exactly how you think
through the science of neuromarketing. Advertisers
are currently collaborating with scientists to test their
products directly on our brains. Some experts believe
that one in ten TV commercials have already been
designed using neuromarketing.The reasons are obvious. The technique allows companies to discover exactly what people like about their
products. For example, when we eat a type of potato
chip, it may be the color, the flavor, or the pleasant
noise it makes when you crunch it in your mouth that
we like most.In order to tap into what’s going on in consumers’
brains, it all begins in laboratories and office buildings.
Groups of volunteers submit themselves to a simple
process. Wearing a special headset called an electrode cap, they watch commercials or test products. The
caps allow researchers to monitor brain activity. When
something attracts the attention of the volunteers,
this is highlighted on a computer.
They literally use this device to read the minds of their
volunteers. This may sound a little scary, but advertisers are just tapping into our existing thoughts and
desires. And that’s what advertisers have always tried
to do. Previously, companies would give people a survey or
questionnaire to complete in order to research their
customers. The problem was that people didn’t always
tell the truth. They may not want to be critical of a
product or advertisement because they don’t want to
upset the interviewer. The electrode cap overcomes
this problem. It shows when someone really is interested in something.Neuromarketing is also used to develop packaging
for the world’s most famous brands. The aim is to
make their products stand out in a busy marketplace.
This will become standard as more companies capitalize on the technology. With millions invested in
advertising, companies simply cannot afford to hope
that their ads and products will be a success. If they
can find out what we think first, and change their
products to make them more successful, they will
quickly pay off the high cost of neuromarketing and
dominate their market. Read the statements below and decide if they are
true ( T ) or false ( F ) according to text 2.
( ) A minority of advertisements already use
neuromarketing.
( ) Neuromarketing can only be used on food or
drink products.
( ) Scientists refuse to work with companies on
neuromarketing projects.
( ) Neuromarketing allows companies to discover
exactly what people like about their products.
Choose the alternative which presents the correct
sequence, from top to bottom. Alternativa A: T • T • F • F Ou Alternativa B: F • T • F • F Ou Alternativa C: T • F • T • T Ou Alternativa D: F • F • F • T  Ou Alternativa E: T • F • F • T

Qconcursos · Accepted Answer

Alternativa [E] T • F • F • T Resposta: Alternativa E (T • F • F • T)

Tema central: interpretação de texto — identificar afirmações verdadeiras ou falsas com base no que o texto afirma explicitamente. Aqui é essencial distinguir entre informação direta (o texto diz) e inferência não sustentada (o texto não diz).

Resumo prático: para resolver itens C/F, procure no texto por palavras-chave que confirmem ou neguem a afirmação. Cuidado com palavras absolutas (only, always) — se o texto só traz um exemplo, não significa exclusividade.

Justificativa da alternativa correta (E):

1) “A minority of advertisements already use neuromarketing.” — Verdadeiro.  
O texto afirma: "Some experts believe that one in ten TV commercials have already been designed using neuromarketing." Uma em dez = minoria. Logo, T.

2) “Neuromarketing can only be used on food or drink products.” — Falso.  
O texto dá o exemplo de batata‑frita, mas também afirma que a técnica é usada para desenvolver embalagem para “the world’s most famous brands” e para testar comerciais em geral. Não há afirmação de exclusividade; portanto a palavra only torna a frase falsa.

3) “Scientists refuse to work with companies on neuromarketing projects.” — Falso.  
Contrariamente, o texto diz que “Advertisers are currently collaborating with scientists”, ou seja, cientistas trabalham com empresas. Logo, F.

4) “Neuromarketing allows companies to discover exactly what people like about their products.” — Verdadeiro.  
O texto afirma literalmente que “The technique allows companies to discover exactly what people like about their products.” Portanto, T.

Estratégias rápidas para provas: 1) Substitua termos absolutos (only, always) por verificações no texto; 2) Busque citações ou paráfrases claras; 3) Se o item extrapola o exemplo, desconfie; 4) Marque palavras-chave (one in ten, allows, collaborating) ao reler.

Fonte sugerida para leitura complementar sobre o tema: artigos introdutórios em periódicos de marketing e em publicações como Harvard Business Review sobre neuromarketing (para entender contexto e exemplos práticos).

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