Cognitive Neuroscience Can Be Used to Provide Unique Insights into a Consumer's

question 112

True/False

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

---

Definitions:

Pre-tax Cost

The expense or cost associated with an investment or project before any taxes are deducted.

Marginal Tax Rate

The rate at which your last dollar of income is taxed, indicating the percentage of tax applied to your next dollar of taxable income.

Coupons

The interest payments made to bondholders, typically on an annual or semi-annual basis.

Yield-to-maturity

The total return anticipated on a bond if it is held until the end of its lifetime, taking into account both interest payments and capital gains or losses.