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Brain lateralization and individual differences in people's reaction to mass communication

Date of publication: June 15, 1981

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research

Authors: Niels Erik Lundsgaard, Flemming Hansen

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.

Niels Erik Lundsgaard

Author

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Flemming Hansen

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Citation

Lundsgaard and Hansen (1981a, June 15). Brain lateralization and individual differences in people's reaction to mass communication. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/brain-lateralization-and-individual-differences-in-people-s-reaction-to-mass-communication