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

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...