Research

Items by Heath, Robert

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Number of items: 16.

Book/s

Heath, R. G., 2012. Seducing the Subconscious : The Psychology of Emotional Influence in Advertising. Chichester, U. K.: Wiley-Blackwell.

Heath, R. G., 2001. The Hidden Power of Advertising : How Low Involvement Processing Influences the Way We Choose Brands. Henley-on-Thames, U. K.: World Advertising Research Centre (WARC). (Admap Monograph; 7)

Book Sections

Heath, R. G., 2007. Reinforcement and low attention processing. In: Tellis, G. and Ambler, T., eds. Sage Handbook of Advertising. Los Angeles, U. S. A.: Sage Publications.

Heath, R. G., 2003. Low involvement processing - How advertising works at low attention levels. In: Hansen, F. and Christensen, L. B., eds. Branding and Advertising. Copenhagen, Denmark: Copenhagen Business School Press, pp. 356-364.

Articles

Smit, E.G., Neijens, P.C. and Heath, R., 2013. The differential effects of position, ad and reader characteristics on readers' processing of newspaper ads. International Journal of Advertising, 32 (1), pp. 65-84.

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., 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., 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., 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.

This list was generated on Mon Sep 22 09:18:25 2014 IST.