Neuromarketing Explained - Why Consumers Really Buy | 100+ MCQ with Answers
Q1. Which part of mental activity is estimated to drive approximately 90% of consumer decisions?
A. Conscious processing
B. Non-conscious processing
C. Rational evaluation
D. Analytical reasoning
✅ Answer: B. Non-conscious processing
Q2. Which term is scientifically recommended when referring to mental activity outside awareness?
A. Unconscious
B. Subconscious
C. Non-conscious
D. Preconscious
✅ Answer: C. Non-conscious
Q3. Neuromarketing is grounded in neuroscience, behavioural economics, and which other field?
A. Cultural anthropology
B. Social psychology
C. Political psychology
D. Developmental psychology
✅ Answer: B. Social psychology
Q4. Forming impressions primarily occurs at which interface?
A. CNS only
B. PNS/CNS interface
C. Somatic nervous system
D. Autonomic nervous system
✅ Answer: B. PNS/CNS interface
Q5. Which stage involves schema activation and meaning-making?
A. Forming impressions
B. Determine meaning and value
C. Speaking and acting
D. Deliberation and analysis
✅ Answer: B. Determine meaning and value
Q6. Which stage is bypassed only by acquired habits or automatised skills?
A. Meaning determination
B. Deliberation and analysis
C. Speaking and acting
D. Forming impressions
✅ Answer: B. Deliberation and analysis
Q7. Which system is responsible for receiving sensory input from the external world?
A. CNS
B. Enteric nervous system
C. Peripheral nervous system
D. Reticular activation system
✅ Answer: C. Peripheral nervous system
Q8. Which system executes motor commands like speaking or reaching?
A. CNS
B. Somatic nervous system
C. Autonomic nervous system
D. Both somatic and autonomic within PNS
✅ Answer: D. Both somatic and autonomic within PNS
Q9. The somatic nervous system is characterized by—
A. Slow responses, fully automatic
B. Fast responses, partially voluntary
C. Slow responses, partially voluntary
D. Fast responses, fully automatic
✅ Answer: B. Fast responses, partially voluntary
Q10. Autonomic nervous system responses include—
A. Eye movements
B. Facial expressions
C. Pupil dilation
D. Tongue movement
✅ Answer: C. Pupil dilation
Q11. The gut–brain axis influences decision-making through which hormone?
A. Dopamine
B. Ghrelin
C. Cortisol
D. Oxytocin
✅ Answer: B. Ghrelin
Q12. Junk food creates two dopamine spikes, the second occurring—
A. Immediately after chewing
B. When food reaches the stomach
C. Hours after consumption
D. Only if sugar is high
✅ Answer: B. When food reaches the stomach
Q13. Facial Action Coding System (FACS) is associated with which system?
A. Autonomic nervous system
B. Somatic nervous system
C. CNS
D. Enteric system
✅ Answer: B. Somatic nervous system
Q14. A major limitation of FACS is that—
A. It is too slow to measure
B. It captures only non-conscious signals
C. Expressions can be faked or suppressed
D. It cannot distinguish facial muscles
✅ Answer: C. Expressions can be faked or suppressed
Q15. Facial EMG detects—
A. Visible facial expressions
B. Blood flow changes
C. Invisible, early muscle activations
D. Brain waves
✅ Answer: C. Invisible, early muscle activations
Q16. A fixation in eye-tracking indicates—
A. Emotional response
B. Visual search
C. Information acquisition
D. Avoidance
✅ Answer: C. Information acquisition
Q17. Longer fixations typically mean—
A. Higher interest
B. Processing difficulty
C. Emotional arousal
D. Memory retrieval
✅ Answer: B. Processing difficulty
Q18. A saccade represents—
A. Slow gaze movement
B. Eyes remaining stationary
C. Rapid movement between fixations
D. Pupil constriction
✅ Answer: C. Rapid movement between fixations
Q19. Blink suppression indicates—
A. Internal processing
B. High external attention
C. Emotional overload
D. Cognitive depletion
✅ Answer: B. High external attention
Q20. Blink synchronization helps identify—
A. Emotional peaks
B. Boring segments in ads
C. High-attention moments
D. Points where viewers disengage
✅ Answer: D. Points where viewers disengage
Q21. A large startle reflex implies—
A. The consumer loves the product
B. High cognitive load
C. Negative disposition toward stimulus
D. Strong positive engagement
✅ Answer: C. Negative disposition toward stimulus
Q22. Pupil dilation indicates—
A. Positive emotion only
B. Emotional intensity, not direction
C. Dislike
D. Cognitive clarity
✅ Answer: B. Emotional intensity, not direction
Q23. Which brain measure has the best spatial resolution?
A. EEG
B. Skin conductance
C. fMRI
D. Eye tracking
✅ Answer: C. fMRI
Q24. EEG is primarily used to measure—
A. Blood flow
B. Electrical activity
C. Neuron count
D. Heart rate
✅ Answer: B. Electrical activity
Q25. Averted gaze in ads typically appeals to—
A. Rational thinking
B. Logical evaluation
C. Emotional immersion
D. Price sensitivity
✅ Answer: C. Emotional immersion
Q26. Direct gaze in ads builds—
A. Suspense
B. Avoidance
C. Trust and rational evaluation
D. Desire
✅ Answer: C. Trust and rational evaluation
Q27. Averted gaze is most effective for—
A. Banking ads
B. Insurance services
C. Hedonic products
D. Medical products
✅ Answer: C. Hedonic products
Q28. Direct gaze is most effective for—
A. Perfumes
B. Fashion
C. Luxury jewelry
D. Functional products like insurance
✅ Answer: D. Functional products like insurance
Q29. Negative emotional appeals require—
A. Averted gaze
B. Direct gaze
C. No gaze
D. Hidden face
✅ Answer: B. Direct gaze
Q30. Round or curvilinear shapes activate—
A. Amygdala
B. Prefrontal cortex
C. Anterior Cingulate Cortex (ACC)
D. Cerebellum
✅ Answer: C. Anterior Cingulate Cortex (ACC)
Q31. Curvy shapes are typically perceived as—
A. Safe
B. Healthy
C. Unhealthy/high-calorie
D. Low-calorie
✅ Answer: C. Unhealthy/high-calorie
Q32. Glossy packaging creates a perception of—
A. Freshness
B. Naturalness
C. Greasiness/unhealthiness
D. Clean eating
✅ Answer: C. Greasiness/unhealthiness
Q33. Matte packaging is associated with—
A. High sugar
B. Healthiness
C. Grease
D. Indulgence
✅ Answer: B. Healthiness
Q34. Product-first and price-second sequencing leads to—
A. More cautious evaluation
B. Stronger product liking
C. Lower emotional appeal
D. Higher perceived risk
✅ Answer: B. Stronger product liking
Q35. Price-first presentation activates—
A. Emotional processing
B. Reward centers
C. Deliberative mindset
D. Motor responses
✅ Answer: C. Deliberative mindset
Q36. The enteric nervous system is often called—
A. Sub-brain
B. Second brain
C. Peripheral brain
D. Gut cortex
✅ Answer: B. Second brain
Q37. When the stomach is full, decision-making becomes—
A. More rational
B. More emotionally informed
C. Less emotional
D. Less efficient
✅ Answer: B. More emotionally informed
Q38. Ghrelin levels increase when people believe they are consuming—
A. High-calorie drinks
B. Diet or low-calorie drinks
C. Water
D. Energy drinks
✅ Answer: B. Diet or low-calorie drinks
Q39. The second dopamine spike after eating occurs because of—
A. Taste receptors
B. Cognitive anticipation
C. Stomach-based reward signalling
D. Blood sugar rise
✅ Answer: C. Stomach-based reward signalling
Q40. Schema activation primarily occurs during which stage?
A. Impressions
B. Meaning & Value
C. Deliberation
D. Action
✅ Answer: B. Meaning & Value
Q41. Internal mental conversations occur in—
A. CNS
B. PNS
C. ANS
D. SNS
✅ Answer: A. CNS
Q42. Motor execution of speech is handled by—
A. CNS only
B. PNS only
C. PNS via motor neurons
D. Enteric system
✅ Answer: C. PNS via motor neurons
Q43. Which measure best identifies preconscious emotional responses?
A. Eye tracking
B. Facial EMG
C. EEG
D. Skin conductance
✅ Answer: B. Facial EMG
Q44. Eye tracking’s gaze path reveals—
A. Emotional valence
B. Memory activation
C. Visual navigation patterns
D. Blink frequency
✅ Answer: C. Visual navigation patterns
Q45. A suppressed blink usually means—
A. Disengagement
B. High attention
C. Confusion
D. Emotional avoidance
✅ Answer: B. High attention
Q46. Large pupil dilation indicates—
A. Happiness
B. Sadness
C. Intense arousal (positive or negative)
D. Memory recall
✅ Answer: C. Intense arousal (positive or negative)
Q47. fMRI measures activity through—
A. Electrical signals
B. Oxygenated blood flow
C. Eye movement
D. Facial muscles
✅ Answer: B. Oxygenated blood flow
Q48. EEG has strong—
A. Spatial resolution
B. Temporal resolution
C. Both high spatial & temporal
D. None
✅ Answer: B. Temporal resolution
Q49. Emotional transportation is strongest when consumers view—
A. Direct gaze images
B. Averted gaze images
C. Neutral faces
D. Group images
✅ Answer: B. Averted gaze images
Q50. Narrative transportation becomes risky when—
A. Price is low
B. Product is functional
C. Emotional content is negative
D. Product is unfamiliar
✅ Answer: C. Emotional content is negative
Q51. Neuromarketing considers the brain to function like—
A. A calculator
B. A filing cabinet
C. An orchestra with conductor and instruments
D. A linear processor
✅ Answer: C. An orchestra with conductor and instruments
Q52. The CNS acts as the—
A. Instrument section
B. Sensory filter
C. Conductor and composer
D. Audience
✅ Answer: C. Conductor and composer
Q53. The PNS acts as the—
A. Composer
B. Interpreter
C. Instrumental section
D. Decision-maker
✅ Answer: C. Instrumental section
Q54. The stage where impulses transform into actions is—
A. Meaning
B. Sensory encoding
C. Deliberation
D. Speaking and acting
✅ Answer: D. Speaking and acting
Q55. Impulse purchases rely heavily on—
A. Deep reasoning
B. Emotional heuristics
C. Price evaluation
D. Logical trade-offs
✅ Answer: B. Emotional heuristics
Q56. Which nervous subsystem controls involuntary physiological reactions?
A. Somatic
B. Autonomic
C. Central
D. Enteric
✅ Answer: B. Autonomic
Q57. Eye blinks allow the brain to—
A. Collect more information
B. Shift from external to internal processing
C. Increase emotional arousal
D. Reduce cognitive load
✅ Answer: B. Shift from external to internal processing
Q58. The reward system activated by curvy shapes is associated with—
A. Threat detection
B. Hunger suppression
C. Pleasure and approach behaviour
D. Memory recall
✅ Answer: C. Pleasure and approach behaviour
Q59. Packaging texture spillover means—
A. Texture affects taste judgments
B. Texture affects price
C. Texture is ignored
D. Texture affects colour perception
✅ Answer: A. Texture affects taste judgments
Q60. A negative emotional appeal ad should avoid—
A. High contrast
B. Direct gaze
C. Averted gaze
D. Human models
✅ Answer: C. Averted gaze
Q61. Blink synchronization among viewers of an ad typically indicates—
A. High memorability moment
B. Boredom or disengagement
C. Technical difficulty
D. Cognitive overload
✅ Answer: B. Boredom or disengagement
Q62. The first stage of interpretation is driven entirely by—
A. Conscious reasoning
B. Non-conscious sensory evaluation
C. Habit
D. Learned behaviours
✅ Answer: B. Non-conscious sensory evaluation
Q63. The somatic system controls—
A. Hormones
B. Sweat glands
C. Voluntary facial and body movements
D. Internal organs
✅ Answer: C. Voluntary facial and body movements
Q64. Which tool detects the earliest sign of emotional response?
A. EEG
B. Facial EMG
C. Eye tracking
D. Pupilometry
✅ Answer: B. Facial EMG
Q65. A positive stomach signal typically leads to—
A. Poor decision-making
B. More emotional clarity
C. Greater risk aversion
D. Faster information processing
✅ Answer: B. More emotional clarity
Q66. When consumers see the price first, they shift into—
A. Emotional mindset
B. Impulse-buying mode
C. Analytical mode
D. Avoidance behaviour
✅ Answer: C. Analytical mode
Q67. PET scans fall under which type of neuromarketing measure?
A. Electrical
B. Behavioural
C. Blood flow
D. Eye-based
✅ Answer: C. Blood flow
Q68. Which physiological response best indicates engagement?
A. High blink rate
B. Low blink rate
C. Slow breathing
D. High heart rate
✅ Answer: B. Low blink rate
Q69. Emotional valence (positive vs negative) cannot be determined by—
A. EMG
B. Eye tracking
C. fMRI
D. EEG
✅ Answer: B. Eye tracking
Q70. The CNS is exclusively responsible for—
A. Sensory acquisition
B. Muscle control
C. Stimulus interpretation and decision-making
D. Sweat response
✅ Answer: C. Stimulus interpretation and decision-making
Q71. When most viewers blink at the same moment, that point in an ad is likely—
A. Attention peak
B. Emotion peak
C. Low information value
D. High recall value
✅ Answer: C. Low information value
Q72. Direct gaze is less suitable for—
A. Insurance ads
B. Healthcare ads
C. Hedonic ads
D. Safety messages
✅ Answer: C. Hedonic ads
Q73. Arousal intensity is best captured by—
A. EEG
B. Pupil dilation
C. Eye saccades
D. Voice tone
✅ Answer: B. Pupil dilation
Q74. fMRI identifies consumer preferences by measuring activity in—
A. Occipital lobe
B. Brainstem
C. Reward and valuation regions
D. Motor cortex
✅ Answer: C. Reward and valuation regions
Q75. The first stage of consumer interpretation is—
A. Deliberation
B. Meaning-making
C. Forming impressions
D. Action
✅ Answer: C. Forming impressions
Q76. Schema matching happens in—
A. Somatic system
B. Autonomic system
C. CNS
D. PNS
✅ Answer: C. CNS
Q77. A consumer “imagining themselves” in the model's position is known as—
A. Rationalisation
B. Narrative transportation
C. Attribution effect
D. Automaticity
✅ Answer: B. Narrative transportation
Q78. An ad portraying deep sadness should avoid—
A. High contrast
B. Emotional scenes
C. Averted gaze
D. Human models
✅ Answer: C. Averted gaze
Q79. A smaller startle reflex during stimulus exposure suggests—
A. Dislike
B. Liking
C. Boredom
D. Fear
✅ Answer: B. Liking
Q80. Curvilinear packaging may increase perceived—
A. Trust
B. Healthiness
C. Calories
D. Simplicity
✅ Answer: C. Calories
Q81. Eye-tracking heatmaps represent—
A. Cognitive load
B. Memory recall
C. Areas of visual focus
D. Emotional intensity
✅ Answer: C. Areas of visual focus
Q82. A major advantage of EEG is—
A. High spatial precision
B. Low cost and high temporal resolution
C. Measures muscle contraction
D. Easily captures deep-brain activity
✅ Answer: B. Low cost and high temporal resolution
Q83. Which of the following is a purely automatic system?
A. CNS
B. Somatic system
C. Autonomic system
D. EMG
✅ Answer: C. Autonomic system
Q84. A consumer stopping to blink while reading an ad likely indicates—
A. Disinterest
B. Switching to internal processing
C. High confusion
D. Impulse buying
✅ Answer: B. Switching to internal processing
Q85. When the stomach is empty, consumers are more likely to—
A. Make rational decisions
B. Buy more impulsively
C. Avoid spending
D. Delay consumption
✅ Answer: B. Buy more impulsively
Q86. “Feelings as information” plays a major role in—
A. Habit decisions
B. Impulse buying
C. Financial planning
D. Technical product evaluation
✅ Answer: B. Impulse buying
Q87. Facial EMG can detect emotions that are—
A. Fully conscious
B. Masked or invisible
C. Related to sound
D. Only negative
✅ Answer: B. Masked or invisible
Q88. Eye tracking cannot tell—
A. What was looked at
B. How long it was looked at
C. Why it was looked at
D. The path of gaze
✅ Answer: C. Why it was looked at
Q89. fMRI’s high cost is compensated by its—
A. Ease of setup
B. Strong spatial resolution
C. Portability
D. Minimal data processing
✅ Answer: B. Strong spatial resolution
Q90. Peripheral measures primarily capture—
A. Internal thoughts
B. Bodily reactions
C. Logical arguments
D. Long-term memory
✅ Answer: B. Bodily reactions
Q91. Blink rate increases when—
A. Attention is high
B. Emotional immersion is deep
C. Engagement declines
D. Cognitive clarity increases
✅ Answer: C. Engagement declines
Q92. Surprise, disgust, fear, and happiness are examples of—
A. Cultural emotions
B. Learned responses
C. Universal emotions
D. Contextual displays
✅ Answer: C. Universal emotions
Q93. Curvy packaging can prime consumers to expect—
A. Lower price
B. Better taste
C. Higher calories
D. Stronger aroma
✅ Answer: C. Higher calories
Q94. The brain creates meaning by—
A. Guessing at random
B. Checking new inputs against stored schema
C. Avoiding cognitive comparison
D. Blocking previous experiences
✅ Answer: B. Checking new inputs against stored schema
Q95. The startle reflex uses which muscles?
A. Mouth only
B. Eye + skeletal muscles
C. Heart muscles
D. Leg muscles only
✅ Answer: B. Eye + skeletal muscles
Q96. High blink synchronisation typically means—
A. Viewers love the ad
B. Viewers are processing deeply
C. A low-value information moment
D. An emotional climax
✅ Answer: C. A low-value information moment
Q97. EMG is especially useful for detecting—
A. Deep-brain rewards
B. Memory encoding
C. Micro-emotional reactions
D. Price sensitivity
✅ Answer: C. Micro-emotional reactions
Q98. The stomach’s influence on emotions is evidence of—
A. Mind-body dualism
B. Neural redundancy
C. Bi-directional gut–brain communication
D. Hormonal isolation
✅ Answer: C. Bi-directional gut–brain communication
Q99. Ads that rely on narrative transportation should avoid—
A. Neutral expressions
B. Direct gaze
C. Averted gaze
D. Eye contact
✅ Answer: B. Direct gaze
Q100. Which neuromarketing insight explains why glossy packaging often makes consumers perceive a product as less healthy?
A. Gloss increases visual contrast, improving perceived freshness
B. Glossy textures subconsciously mimic grease/oil, signalling unhealthiness
C. Glossy surfaces activate the CNS reward system more strongly
D. Gloss reduces the cognitive load required to interpret packaging
✅ Answer: B. Glossy textures subconsciously mimic grease/oil, signalling unhealthinessd
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