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Home→The Westburn Dictionary of Marketing→B→brain hemisphere lateralization

brain hemisphere lateralization

Definition:
The human brain consists of right and left hemispheres, linked by the corpus callosum. Each hemisphere appears to be responsible for different kinds of COGNITIVE activity, with the left brain responsible for logical thought processes, and the right brain for creative thought processes. To the extent that one set of thought processes dominates the other. it is possible to identify 'lateralization'. (See Fleming Hanson, 'Hemispheral Lateralisation: Implications for Understanding Consumer Behaviour', in Journal of Consumer Research. vol. 8 (June 1981). pp. 23-36).

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].