Reading Passage has ten paragraphs A-J.Choose the correct heading for Paragraphs B-G from the list of headings below. Write the correctnumber (i-x) in boxes 1-6on your answer sheet.List of HeadingExample paragraph A x1 Paragraph B2Paragraph C3Paragraph D4Paragraph E5Paragraph F6Paragraph GWhat Does the Consumer think?A MARKETING people are no longer prepared to take your word for it that you favour oneproduct over another. They want to scan your brain to see which one you really prefer. Using thetools of. Neuroscientists, such as electroencephalogram (EEG) mapping and functional magnetic-resonance imaging (fMRI), they are trying to learn more about the mental processes behindpurchasing decisions. The resulting fusion of neuroscience and marketing is, inevitably, being called'neuromarketing'.B The first person to apply brain-imaging technology in this way was Gerry Zaltman of HarvardUniversity, in the late 1990s. The idea remained in obscurity until 2001, when Bright House, amarketing consultancy based in Atlanta, Georgia, set up a dedicated neuro marketing arm, (BrightHouse Neuro strategies Group. (Bright House lists Coca一Cola, Delta Airlines and Home Depot among its clients.) But the company's name may itself simply be an example of clever marketing.Bright House does not scan people while showing them specific products or campaign ideas, butbases its work on the results of more general fMRI一based research into consumer preferences anddecision一making carried out at Emory University in Atlanta.C Can brain scanning really be applied to marketing? The basic principle is not that different fromfocus groups and other traditional forms of market research. A volunteer lies in an fMRI machineand is shown images or video clips. In place of an interview or questionnaire, the subject'sresponse is evaluated by monitoring brain activity. fMRI provides real-time images of brainactivity, in which different areas 'light up' depending on the level of blood flow. This providesclues to the subject's subconscious thought patterns. Neuroscientists know, for example, that thesense of self is associatedwithan area of thebrain known as the medialprefrontal cortex. A flow of blood to that area while the subject is looking at a particular logosuggests that he or she identifies with that brand.D At first, it seemed that only companies in Europe were prepared to admit that they usedneuromarketing.Two carmakers, DaimIerChrysler in Germany and Ford's European arm, ran pilotstudies in 2003. But more recently, American companies have become more open about their useof neuromarketing. Lieberman Research Worldwide, a marketing firm based in Los Angeles, iscollaborating with the California Institute of Technology (Caltech) to enable movie studios tomarket-test film trailers. More controversially, the New YorkTimes recently reported that a politicalconsultancy, FKF Research, has been studying the effectiveness of campaign commercials usingneuromarketing techniques.E Whether all this is any more than a modern-day version of phrenology, the Victorian obsessionwith linking lumps and bumps in the skull to personality traits, is unclear. There have been no large-scale Studies, so scans of a handful of subjects may not be a reliable Guide to consumer behaviourin general. Of course, focus groups and surveys are flawed too: strong personalities can steer theoutcomes of focus groups, and some people may be Untruthful in their responses to opinionpollsters. And even honest people cannot always explain their preferences.F That is perhaps where neuromarketing has the most potential. When asked about cola drinks,most people claim to have a favorite brand, but cannot say why they prefer that brand's taste. Anunpublished study of attitudes towards two well一known cola drinks, Brand A and Brand B, carried out last year in a college of medicine in the US found that most subjects preferred Brand B in a blindtesting一fMRI scanning showed that drinking Brand B lit up a region called the ventral putamen,which is one of the brain's 'reward centers far more brightly than Brand A. But when told whichdrink was which, most subjects said they preferred Brand A, which suggests that its stronger brandoutweighs the more pleasant taste of the other drink.G 'People form many unconscious attitudes that are obviously beyond traditional methods thatutilize introspection says Steven Quartz, a neuroscientist at Caltech who is collaborating withLieberman Research. With over 100 billion dollars spent each year on marketing in America alone, any firm that can more accurately analyses how customers respond to brands could make a fortune.H Consumer advocates are wary. Gary Ruskin of Commercial Alert, a lobby group, thinks existing marketing techniques are powerful enough. Already, marketing is deeply implicated in many serious pathologies’, he says. 'That is especially true of children, who are suffering from an epidem of marketing-related diseases, including obesity and type-2 diabetes. Neuromarketing is a tool to amplify these trends.' Dr. Quartz counters that neuromarketing techniques could equally be usefor benign purposes. 'There are ways to utilize these technologies to create more responsible advertising, he says. Brain一scanning could, for example, be used to determine when people are capable of making free choices, to ensure that advertising falls within those bounds.I Another worry is that brain-scanning is an invasion of privacy and that information on thepreferences of specific individuals will be misused. But neuromarketing studies rely on small numbers of volunteer subjects, so that seems implausible. Critics also object to the use of medicequipment for frivolous rather than medical purposes. But as Tim Ambler, a neuromarketirresearcher at the London Business School, says, 'A tool is a tool, and if the owner of the tool getsdecent rent for hiring it out, then that subsidizes the cost of the equipment, and everybody winsPerhapsmore brain-scanning willsomeday explain why some people like the idea of neuromarketing, but others do not.Question 7-10Complete the summary below using words from the passage. Choose ONE WORD ONLY from thepassage for each answer. Write your answers in boxes7-10onyour answer sheet.Neuromarketing can provide valuable information on attitudes to particular 7........................ Itmay be more reliable than surveys, where people can be 8........................, or focus groups, wherethey may be influenced by others. It also allows researchers to identify the subject's9........................thought patterns. However, some people are concerned that it could lead toproblems such as an increase in disease among 10........................