Low involvement processing - a new model of brand communication

Journal of Marketing Communications

Volumn 7, Issue 1, 2001, Pages 27-33

  Heath, Robert ^a  

^a Value Creation Company   (United Kingdom)

Author keywords

Advertising; Brands; Cognitive Processing; Intuition; Low Involvement; Rationality

Indexed keywords

EID: 0345816871     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260123019     Document Type: Article

References (4)

1. Damasio, A.R. (1994) Descartes' Error. New York:G.P. Putnam's Sons.
2. Franzen, G. (1999) Brands and Advertising. Henley on Thames:Admap Publications.
3. Krugman, H.E. (1965) The impact of television advertising - learning without involvement. Public Opinion Quarterly. In J.P.Jones (1999) The Advertising Business, California:Sage Publications, p. 172.
4. Schacter, D.L. (1996) Searching for Memory. New York:Basic Books, Perseus Books Group.