Low Involvement Processing: time to rethink ad research?

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding LIP, with onward links to related papers on WARC and the Web.

Low-Involvement Processing - time to rethink ad research?

June 2003

INTRODUCTION

People frequently see ads, and remember them (in a sense), without realising that they are doing so. So, conventional research based on ad recall is at best misleading....