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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
312  Chapter 9
Brain Functioning and Information Processing
The brain theory states that the human brain is categorized into two cerebral hemispheres that
operate together to process the information. The left hemisphere deals with language. It is also
linked to reading, communication and attributive information processing. The right hemisphere
is non-verbal. It is non-linear, imaginative, involved with pleasure, and so on.
Simply put, the left-brain is rational and active, and right is emotional, impulsive, and
intuitive. Thus, digital natives see advertisements and passively save the information in the right
brain, which is non-verbal. After ...
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Publisher Resources

ISBN: 9789353941468