Low-Involvement Processing

Part one: A neuroscientific explanation of how brands work

Robert Heath,
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In this, the first of two articles on the subject of low- involvement processing, I re-examine the theory in the light of recent thinking in cognitive neuroscience, and explain what it is and exactly how it operates.

In the second article - Low Involvement Processing (Part two): Seven new rules for evaluating brands and their communication - I shall look at the implications this has for the development and evaluation of brands and brand communication.

Key conclusions