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【多选题】
Which of the following statements about neuromarketing are correct?
A.
In 1999, Zaltman began to use the fMRI to show correlations between consumer brain activity & marketing stimuli.
B.
Professor Gerald Zaltman patented the Zaltman metaphor elicitation technique (ZMET) in the 1990s with the purpose to sell advertising. ZMET explored the human subconscious with specially selected sets of images that cause a positive emotional response & activate hidden images, metaphors stimulating the purchase.
C.
Neuromarketing is a marketing communication field that applies neuropsychology to marketing research, studying consumers' sensorimotor, cognitive, & affective response to marketing stimuli.
D.
The term 'neuromarketing' was first published in 2002 in an article by Ale Smidts in BrightHouse, a marketing firm based in Atlanta.
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