Dr Robert Heath
Related links:Centre for Research in Advertising and Consumption (CRiAC) |
FMRS, FEAA, CM
Job Title: Lecturer in Marketing Affiliated Research Centre: Centre for Research in Advertising and Consumption (CRiAC) Subject Group: Marketing Key Research Interests: Advertising, Emotion, Attention, Communication Psychology |
My research explores the processing of advertising at low levels of attention, and the role of emotion in advertising. My long term aim is to improve the understanding of how advertising works. This has commercial implications for the improvement of advertising effectiveness, and social implications for the exploitation of sensitive areas and vulnerable groups by advertising. |
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Recent Publications 2001 to dateHeath, R.G. 2001. The Hidden Power of Advertising, How effective is creativity? Emotive content in TV advertising does not increase attention. Journal of Advertising Research, 49 (4), pp. 450-463. Click here for article Heath, R., 2009. Emotional Engagement: How Television Builds Big Brands At Low Attention. Journal of Advertising Research, 49 (1), pp. 62-73. Click here for article Heath, R.G. & Feldwick, P. 2008. 50 years using the wrong model of advertising. International Journal of Market Research, 50 (1): 29-59. Click here for article Heath, R. G., 2007. Advertising works 15. International Journal of Advertising, 26 (3), pp. 408-410. Heath, R.G., Brandt, D. & Nairn, A. 2006. Brand relationships: strengthened by emotion, weakened by attention. Journal of Advertising Research, 46 (4): 410-419. Click here for article
Heath, R.G. & Hyder, P. 2005. Measuring the hidden power of emotive advertising. International Journal of Market Research, 47 (5): 467-486. Click here for article
Heath, R.G. & Nairn, A. 2005. Measuring affective advertising: implications of low attention processing on recall. Journal of Advertising Research, 45 (2): 269-281. Click here for article
Heath, R.G. 2001. Low involvement processing - a new model of brand communication. Journal of Marketing Communication, 7 (1): 27-33. Click here for article
Book ChaptersHeath, R.G. 2007. Reinforcement and low attention processing. In Ambler, T. & Tellis, G. (eds.) Sage handbook of advertising. Newbury Park, California: Sage. |
Admap Monograph no. 7:125, WARC, Henley-on-Thames, UK.
