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...
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.
