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

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...