Motigraphics: The Analysis and Measurement of Human Motivations in Marketing

By Richard C. Maddock | Go to book overview

4
The Right and Left Sides of the Brain

RESPECTIVE ROLES OF THE HEMISPHERES

There are a lot of subliminal cues going around about the right and left hemispheres of the brain and their respective roles. In other words, people have certain beliefs that have been promulgated by the press and others about the different roles of the different sides of the brain, but not very much has been said about the way that they work together. Ornstein ( 1997) represents an exception to this rule. In his book, The Right Mind: Making Sense of the Hemispheres, he presents an integrated and wholistic theory as to how the two hemispheres complement each other in what they do together, rather than separately and on their own.

Clearly, the left side of the brain is involved in language. Specifically, this is located in the left prefrontal lobe. With language comes rational thinking, analysis, logic, and logical functions. Since academic psychology has had a considerable impact upon the measurement of intelligence, we might also say that most intellectual functions that are measured in IQ testing are in the left prefrontal lobe. As a result, schools and educational institutions are set up to favor people who are left brain dominant. That is, people who are logical, analytical, and have high verbal and math skills are at a considerable advantage in schools today. Not only are they more likely to get admitted to competitive academic programs, but they are also more likely to succeed. Tests that are designed to determine who will succeed and who will not succeed in schools, col

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