Items by Heath, Robert

2011

Heath, R. G. and Stipp, H., 2011. The secret of television's success: emotional content or rational information? After fifty years the debate continues. Journal of Advertising Research, 51 (1), pp. 112-123.

2009

Heath, R. G., Nairn, A. C. and Bottomley, P. A., 2009. How effective is creativity? emotive content in TV advertising does not increase attention. Journal of Advertising Research, 49 (4), pp. 450-463.

Heath, R. G., 2009. Emotional engagement: how television builds big brands at low attention. Journal of Advertising Research, 49 (1), pp. 62-73.

2008

Heath, R. and Feldwick, P., 2008. Fifty years using the wrong model of advertising. International Journal of Market Research, 50 (1), pp. 29-59.

2007

Heath, R., 2007. Emotional Persuasion in Advertising: A Hierarchy-of-Processing Model. Working Paper.

Heath, R., 2007. How do we predict advertising attention and engagement? Working Paper.

Heath, R. G., 2007. Advertising works 15. International Journal of Advertising, 26 (3), pp. 408-410.

2006

Heath, R., Brandt, D. and Nairn, A., 2006. Brand relationships: strengthened by emotion, weakened by attention. Journal of Advertising Research, 46 (4), pp. 410-419.

2005

Heath, R. and Nairn, A., 2005. Measuring affective advertising: implications of low attention processing on recall. Journal of Advertising Research, 45 (2), pp. 269-281.

Heath, R. and Hyder, P., 2005. Measuring the hidden power of emotive advertising. International Journal of Market Research, 47 (5), pp. 467-486.

2001

Heath, R. G., 2001. Low involvement processing - A new model of brand communication. Journal of Marketing Communication, 7 (1), pp. 27-33.