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...

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