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Hemispheral Lateralization: Implications for Understanding Consumer Behavior

Flemming Hansen
Journal of Consumer Research
Vol. 8, No. 1 (Jun., 1981), pp. 23-36
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488839
Page Count: 14
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Hemispheral Lateralization: Implications for Understanding Consumer Behavior
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Abstract

This paper reviews the findings of studies on hemispheral lateralization, and argues that most models of consumer behavior imply brain functioning normally associated with the left brain. It is proposed that several misunderstood aspects of consumer behavior can be explained, making use of recent findings on the functioning of the right brain. Special methodological problems associated with the study of hemispheral lateralization are also pointed out.

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