Low Involvement Processing a New Model of Brands and Advertising
Robert HeathThe Value Creation Company
INTRODUCTION
Low involvement processing explains why many consumers believe that advertising has no significant effect on their choice of brands. It is a type of processing which takes place at very low levels of attention, which at once raises the question why consumers are not interested enough in learning about brands to want to pay more attention. The answer is that consumers do not regard learning about brands as being very important.
LEARNING ABOUT BRANDS
Let me make it clear that brand learning...