Split-brain theory

In the context of information processing activity of consumer, this theory postulates that pictorial cues, in advertising, which activate right brain processing, are more effective for generating recall and familiarity with the brand/product. Whereas the verbal cues, which trigger left brain processing generates cognitive activity that encourages consumers to evaluate the advantages and disadvantages of the product? Research further suggests that right and left hemispheres of the brain do not operate independently of each other, but work together to process information. The methodology for measuring brain activity is known as activation research, which is highly complex and its findings are difficult to interpret.