Is Cognitive Processing The Right Dimension?
Bruce HallHoward Merrell & Partners
Several recent articles and comments in this journal by Heath (1), du Plessis and Hollis (2, 3), Penn (4) and Cramphorn (5) have explored and debated the issue...
Is cognitive processing the right dimension?
Bruce Hall contributes to the debate on the significance of low and high involvement processing of advertising messages by suggesting that it is a problem of measurement.
