'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 NavigationSUMMARY
This paper will, we hope, dispel a number of...
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.
