The low-involvement processing theory
Robert Heath, icon Business Consulting, advances a new theory of how advertising works
Robert Heath
Traditional theories of how advertising works are based on the hypothesis that it must be processed cognitively by consumers to be effective in other words, it must capture your attention and interest, and make you 'think' about and remember the ad and the message within it. Advertising that does not 'cut through' in this way is deemed to be largely wasted.
The low-involvement processing theory contradicts this hypothesis. It states that:
- we process advertising on an almost continuous basis, ...