TEXTO DE APOIO (clique para abrir / fechar)
Para responder às questões de números 21 a 27, considere o texto 1 a seguir.
Companies know how we think
Companies 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 _____ tap into what’s going _____ in consumers’ brains, it all begins _____ 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.
QUESTÃO
According to the author of Text 1, neuromarketing:
should be stopped.
is a frightening idea.
will not become very popular.
is a new way of doing an old thing.
only works for food and drink products.
🔐 Gabarito (clique para revelar)
🧭 Leitura orientada
A questão avalia a interpretação da posição do autor sobre o neuromarketing, exigindo a compreensão do tom argumentativo do texto e da relação entre práticas antigas e novas tecnologias.
🔍 Análise das alternativas
(A) ❌ Errada
Pegadinha: inferência extrema.
Em nenhum momento o autor defende que o
neuromarketing deva ser interrompido.
Pelo contrário, o texto mostra sua expansão
e aceitação no mercado.
(B) ❌ Errada
Pegadinha: confusão entre impressão inicial e conclusão.
O texto afirma que a prática
“may sound a little scary”,
mas logo esclarece que ela
apenas acessa pensamentos já existentes,
suavizando essa impressão inicial.
(C) ❌ Errada
Pegadinha: contradição direta com o texto.
O autor afirma que o neuromarketing
tenderá a se tornar padrão
à medida que mais empresas
invistam nessa tecnologia.
(D) ✅ Correta — GABARITO
Leitura interpretativa precisa.
O texto afirma que os anunciantes
sempre tentaram acessar pensamentos e desejos
dos consumidores, e que o neuromarketing
apenas oferece uma
nova forma tecnológica
de realizar essa prática antiga.
(E) ❌ Errada
Pegadinha: generalização indevida.
O texto menciona alimentos
apenas como exemplo,
deixando claro que o neuromarketing
é aplicado a diversos tipos de produtos.
🧠 Resumo B3GE™ Master
✔ Neuromarketing acessa desejos já existentes.
✔ A prática sempre existiu; a tecnologia é que mudou.
✔ O autor tem postura explicativa, não crítica.
✔ Atenção a expressões como “may sound” e “have always tried”.
🔎 Gabarito confirmado: (D)