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.

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...