And Now For Something Completely Different

Argues for a new understanding of how consumers respond to advertising and purchase brands: low-involvement processing, based on current thinking in neuroscience, the work of Damasio, Schachter and others.

'And Now for Something Completely Different'Current thinking About the Brain Means we Need to Change the Way Brands are Researched

Robert Heath  and  Jon Howard-Spink  Icon Brand Navigation


This paper will, we hope, dispel a number of 20th Century myths about brands.

g .., ... You may be surprised to know that this is exactly what we do. What happens is that all the information received from our senses is constantly monitored by us, and considered via a process called The answer, as explained earlier, is that we use our intuition. We operate at a very low level of consciousness, making full use of somatic markers. And because we are using our instinct, ... ... Likewise, because purchase decisions tend to be intuitive, if we are asked to 'reason' between brands, we will construct in our minds a rational framework by which we can compare brands. These then become our new memories,

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