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Research papers

Models and myths of brain lateralization

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...

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
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Citation

Lundsgaard, Hansen, Olson and Ray (1984a, June 15). Models and myths of brain lateralization. ANA - ESOMAR. Retrieved December 06, 2023, from


https://ana.esomar.org/documents/models-and-myths-of-brain-lateralization


Research papers

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

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...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Niels Erik Lundsgaard, Flemming Hansen
June 15, 1981
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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 December 06, 2023, from


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