Brand Relationships: Strengthened by Emotion, Weakened by Attention
Robert HeathUniversity of BathDavid BrandtOTX ResearchAgnes NairnEM LyonINTRODUCTION
The historian Terrence Nevett is quoted as saying that the role of advertising from its earliest days has been to communicate factual information (Nevett, 1982). This accords with the common assumption that decision making is a rational "thinking" activity (Elliott, 1998), and that advertising works persuasively, by delivering a clear message designed to change beliefs (Jones, 1990). This persuasive "information processing" model dominates the world...