This text is based on the double brain theory and its importance in the research about brand image. After having developed the role of the image in marketing and communication, several techniques are revealed. The accent is put on the exploitation of the research obtained through this new approach. The global scheme of the Image Prospective Balance is presented finally.
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.
The authors present a new technique for conducting motivational research - known as "Relaxation Technique" (R.T.) - the theoretic assumptions of which are based on research into hypnosis and the states of consciousness it induces. After specifying the advantages and limitations of R.T., the paper goes on to describe the case history of a survey to assess the impact, appeal and understanding of a television commercial (for Liebig bouillon cubes), starting with the pre-existing image of the product and the recall of past advertising. Finally, some aspects of the results of the survey are compared to similar data (for the same brand) obtained with traditional methods.