Items by Heath, Robert

Articles

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.

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.

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

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

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.

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.

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

Reports/Papers

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.