Abstract:
The present paper discusses recent findings regarding brain lateralization and its implications for the study of consumer behaviour. This research suggests a new view of the way in which consumers react to different media and creative solutions. It should be possible to identify individual differences in the extent to which people rely upon left or right brain informational processing.
Research Papers
Models and myths of brain lateralization
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Niels Erik Lundsgaard, Flemming Hansen, Jerry C. Olson, William J. Ray
 
June 15, 1984
Research Papers
Advertising research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Flemming Hansen
 
September 1, 1998
Research Papers
Quantifying creative contributions
Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Flemming Hansen
Company: KANTAR TNS Malaysia
September 1, 1997
