Abstract:

We review this work and identify what we feel is a reasonable stance in generalizing to normal people. Then we address a key issue underlying marketers' interpretations of hemispheric lateralization phenomena. Specifically, we are interested in whether people exhibit characteristic, stable hemispheric lateralization responses to certain stimuli in certain situational contexts. As an initial step in this research program, we examined the convergence of three purported measures of individual differences in brain lateralization— a self-administered questionnaire regarding a wide variety of attitudes and behaviors, a dichotic listening task, and EEG recordings of resting subjects' brain activity. The questionnaire measure and certain EEG measures were correlated together, but the dichotic listening task was not related to either. We conclude by making suggestions for interpreting hemispheric lateralization data and using such measures in future research.