The relationship between, on the one hand, other of the Herrmann-indicators, and the four self-administered questionnaires, is somewhat less convincing, although significant correlations exist.ĭichotic listening is a technique based upon the observation that information sent to the left ear initially is received in the right brain half and vice versa. Similarly the Richardson, the Hansen/Lundsgaard/the Donegan, and the question-index from the Herrmann instrument also correlate quite well among each other. It appears that whereas the first four Herrmann-indicators relate quite well to each other (and in the expected direction), some of the negative correlations are ascribed to the fact that the scoring of some of the items is reversed. Based upon this, scores on the various scales are compared, and it is concluded that the four questionnaires seem to a greater or lesser extent to be measuring the same underlying phenomenon. In the present study all these four instruments were administered to a sample of 55 male and female students living in a mixed university housing. Finally, a more complex "brain dominance instrument," developed and commercially used by Ned Herrmann, is included. The items have some similarity with the Richardson and the Hansen/Lundsgaard items, but no attempt has been reported validating this battery. The 40 items are administered as Likert type scaled items with the respondents agreeing or disagreeing in the statements set forward.Ī third instrument, composed of 20 forced choice questions, has been reported by Donegan. This consists of 40 items selected from a large number of potential candidates, partly through factor analyses, partly through comparison with selected clinical psychological tests such as work recognition test, picture recognition test, cube test, digit span test, etc. A second instrument has been used in earlier research by Hansen/Lundsgaard (1981). This scale has been developed by comparing responses to the items included in the test with lateral eye-movements (a measure believed to reflect brain lateralization). Richardson (1977) has published a 25-items verbalizer-visualizer scale. In the present paper, alternative measures are discussed and focus is set upon the use of self-administered questionnaires and upon the use of dichotic listening.įOUR ALTERNATIVE SELF-ADMINISTERED QUESTIONNAIRES right hemispheres.Ī closer-view at some of the commercial applications of these findings suggest, however, that these applications rely on measurements, the validity of which are not very well documented.Īctually, validation studies concerned with techniques for studying hemispherical lateralization in normal individuals are almost non Cexistent. Individuals, however, may also differ in the extent to which they-faced with similar tasks-rely upon left vs. These differences may appear in varying situations that is, some tasks may appeal more to "left hemisphere processing," whereas others tend to activate "right hemisphere processing" more. It has been suggested that whereas the left brain specializes in verbal analytical tasks, and does so in a sequential manner being able consciously to report-about what is going on, in contrast the right brain is unconscious, nonverbal, synthetic, holistic, concerned with spatial relationships and to a larger extent emotionally controlled. Tybout, Ann Abor, MI : Association for Consumer Research, Pages: 182-183.Īdvances in Consumer Research VolPages 182-183ĭICHOTIC LISTENING AS A TOOL FOR VALIDATING ALTERNATIVE MEASURES OF BRAIN LATERALIZATIONįlemming Hansen, Copenhagen School of Business Administration and Economicsīrain lateralization has become popular in communication planning, advertising testing, and personal development in later years. It has been suggested that whereas the left brain specializes in verbal analytical tasks, and does so in a sequential manner being able consciously to report-about what is going on, in contrast the right brain is unconscious, nonverbal, synthetic, holistic, concerned with spatial relationships and to a larger extent emotionally controlled.įlemming Hansen (1983) ,"Dichotic Listening As a Tool For Validating Alternative Measures of Brain Lateralization", in NA - Advances in Consumer Research Volume 10, eds. ABSTRACT - Brain lateralization has become popular in communication planning, advertising testing, and personal development in later years.
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