Low Involvement processing - a new model of brands and advertising

Puts forward a new theory of how advertising and other brand learning is processed and stored by consumers.

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...

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