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Consumer Behaviour and Marketing Action

Consumer Behaviour and Marketing Action

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Published by: jellpen on Nov 11, 2010
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11/30/2011

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Involvement theory developed from research into hemispherical lateralization or

split-brain theory.

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MBA-Marketing

Consumer Behaviour

Unit - I

108

a) The premise is that the right and left hemispheres of the brain specialize in the

kinds of information they process.

b) The left hemisphere is responsible for cognitive activities such as reading,

speaking, and attribution information processing.

c) The right hemisphere of the brain is concerned with nonverbal, timeless,

pictorial, and holistic information.

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