Robert Heath's paper on low-involvement processing argued in 2000 that most advertising was not important enough to be processed rationally by consumers, because in the modern world, product differences had become minimal, our media consumption, specifically of TV, was passive and so our models of creating advertising and measuring its effectiveness were flawed.
MT Rainey's Classic Texts: Low Involvement Processing - Robert Heath
Also read:Low Involvement Processing (Part 1): A neuroscientific explanation of how brands work, Robert Heath, Admap, March 2000Low Involvement Processing (Part 2): Seven new rules for evaluating brands and their communication, Robert Heath, Admap, April 2000
INTRODUCED BY MT RAINEY
The world of advertising research was all a-twitter about Robert Heath's paper on low-involvement processing in 2000. After a 'lifetime on the HIPS' model of advertising, where brand messages and images were carefully crafted and measured, albeit with emotional padding and propulsion, his paper was simultaneously...