Emotional Advertising Works
What marketers need to know about low attention processing
Robert Heath The Value Creation Company
I should start by explaining what low attention processing actually is. In a nutshell: it is now commonly accepted that brands (fmcg) particularly) match each other's functional performance swiftly. In our increasingly time-poor environment this leads to a decline in considered brand choice and a rise in the use of feelings to make brand decisions. Consumers no longer feel they need to seek out information about brands, which in turn inhibits any desire they...