Low-involvement processing (part one): A neuroscientific explanation of how brands work

Robert Heath

Consumers do not regard learning about brands as being very important. Most advertising is processed at ver low attention levels, using low involvement processing.High involvement processing, on the other hand, requires high attention, but none of us can maintain high levels of attention for long periods.<BR><BR>On this basis, low involvement processing seems to be the poor cousin of high involvement processing.

Low-Involvement Processing

Part one: A neuroscientific explanation of how brands work

Robert Heath, Icon Brand Navigation

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

  • Consumers do not...

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