Brand Relationships: Strengthened by Emotion, Weakened by Attention

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in communication that drives relationships.

Brand Relationships: Strengthened by Emotion, Weakened by Attention

Robert HeathUniversity of BathDavid BrandtOTX ResearchAgnes NairnEM Lyon


The historian Terrence Nevett is quoted as saying that the role of advertising from its earliest days has been to communicate factual information (Nevett, 1982). This accords with the common assumption that decision making is a rational "thinking" activity (Elliott, 1998), and that advertising works persuasively, by delivering a clear message designed to change beliefs (Jones, 1990). This persuasive "information processing" model dominates the world...

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