Are we listening and learning? Understanding the nature of hemispherical lateralisation and its application to marketing

Anthony Grimes

With the advent of increasingly advanced and available brain-scanning technology and the reported emergence of ‘neuromarketing’, this paper seeks to critically examine the basis on which marketing research has sought to apply a specific area of neuropsychological understanding: the hemispheric lateralisation of brain function.
  

Are we listening and learning? Understanding the nature of hemispherical lateralisation and its application to marketing

Anthony GrimesHull University Business School

INTRODUCTION

On 19 November 2004, Chris Walton, CEO of Mindshare, claimed that with the advent of increasingly advanced and available brain-scanning technology, 'the age of mind reading has finally arrived ... the brave new world of neuromarketing is here' (Walton 2004, p. 22).

The headlong rush towards brain-scanning research has gathered considerable pace since the turn of the century and shows no signs of abating. At its outset, Wendy Gordon (2001), on the question of...

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