Low-Involvement Processing
Part one: A neuroscientific explanation of how brands work
Robert Heath, Icon Brand Navigation
In this, the first of two articles on the subject of low- involvement processing, I re-examine the theory in the light of recent thinking in cognitive neuroscience, and explain what it is and exactly how it operates.
In the second article - Low Involvement Processing (Part two): Seven new rules for evaluating brands and their communication - I shall look at the implications this has for the development and evaluation of brands and brand communication.
Key conclusions
Consumers do not...