MT Rainey's Classic Texts: Low Involvement Processing - Robert Heath

Also read:

  • Low Involvement Processing (Part 1): A neuroscientific explanation of how brands work, Robert Heath, Admap, March 2000
  • Low Involvement Processing (Part 2): Seven new rules for evaluating brands and their communication, Robert Heath, Admap, April 2000


    The world of advertising research was all a-twitter about Robert Heath's paper on low-involvement processing in 2000. After a 'lifetime on the HIPS' model of advertising, where brand messages and images were carefully crafted and measured, albeit with emotional padding and propulsion, his paper was simultaneously a slap in the face and a shot in the arm to the industry.