Low-involvement processing (Part 2): Seven new rules for evaluating brands and their communication

The most realistic role for advertising is not to communicate a rational message but to establish concrete associations in the consumer's mind.

Low-Involvement Processing

Part 2: Seven new rules for evaluating brands and their communication by Robert Heath, Icon Brand Navigation

In last month's Admap1I re-examined low-involvement processing in the light of recent thinking in cognitive neuroscience. I came to the following conclusions:

  • Because consumers regard most reputable brands as performing similarly, they do not regard learning about brands as very important. Brand decisions tend to be made intuitively rather than rationally, and most advertising is processed at very low attention levels, ...

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