Foreword by Paul Feldwick
Preface
Introduction
Why we all believe advertising doesn't affect us
Krugman's legacy
The origins of the low involvement theory
An industry perspective
The flaws in the way advertising is currently developed
The consumer's dilemma
How people really choose brands
How we process brand learning
The difference between active and shallow processing
How we store brand learning
Long-term and implicit memory
The nature of implicit memory
How we can learn without knowing we are learning
Active learning vs implicit learning
Redefining consciousness to understand brand learning
Attention, creativity and perceptual filtering
The problems with trying to get people to pay attention
The Low Involvement Processing Model
The new model, and examples from real life of how it works
Case studies of seven successful brands
Nike, B. & H., Andrex, Heineken, Renault Clio, GTX, Budweiser
Implications for research
Why pre-testing and tracking can be misleading
Overall summary and prognosis
References and Biography
