University of Bath School of Management University of Bath School of Management

Dr Robert Heath

Dr Robert Heath

telephone +44 (0) 1225 386884
email Dr Robert Heath


Leading Refereed Journal Papers
Other Outputs


Job Title:

Senior Lecturer in Advertising Theory

Affiliated Research Centre:

Centre for Research in Advertising and Consumption (CRiAC)

Subject Group:


Key Research Interests:

Advertising, Emotion, Attention, Communication Psychology

Research Interests

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.


Jump to:
Books | Leading Refereed Journals Papers | Other Outputs


Heath RG (2012) Seducing the Subsconscious: The Psychology of Emotional Influence in Advertising, Wiley-Blackwell, Chichester, UK, pp. 249

Heath RG (2001) The Hidden Power of Advertising, Admap Monograph no. 7:, WARC, Henley-on-Thames, UK. pp 125

Leading Refereed Journal Papers

Smit EG, Neijens PC & Heath RG (2013) The Differential Effects of Position, Ad and Reader Characteristics on Readers' Processing of Newspaper Ads. International Journal of Advertising 32(1): 65-84

Heath RG (2011)  The Secret of Television’s Success: Emotional Content or Rational Information? After 50 years the debate continues, Journal of Advertising Research 50th Anniversary Special Edition. 50(1 supplement): 112-123. Runner-up, 2011 Best Paper Prize

Heath RG, Nairn AC & Bottomley P.  (2009)  How effective is creativity? Emotive content in TV advertising does not increase attention. Journal of Advertising Research. 49(4):450-463.

Heath RG (2009) Emotional Engagement: How Television Builds Big Brands At Low Attention. Journal of Advertising Research. 49(1): 62-73. DOI:10.2501/S0021849909091077

Heath RG & Feldwick P (2008) 50 years using the wrong model of advertising. International Journal of Market Research. 50(1):29-59. Winner, 2007 MRS Conference Best Paper Award. DOI:10.2501/s0021849909090060.

► older publications

Heath RG (2007) Advertising works 15. International Journal of Advertising. 26(3): 408-410.

Heath RG, Brandt D & Nairn A (2006) Brand relationships: strengthened by emotion, weakened by attention. Journal of Advertising Research. 46 (4):410-419. DOI: 10.2501/S002184990606048X

Heath RG & Hyder P (2005) Measuring the hidden power of emotive advertising. International Journal of Market Research. 47(5):467-486.Winner, David Winton Award 2004, ISBA Award 2004. DOI: N/A

Heath RG & Nairn A (2005) Measuring affective advertising: implications of low attention processing on recall. Journal of Advertising Research, 45 (2): 269-281. DOI: 10.1017/S0021849905050282

Heath RG (2001) Low involvement processing - a new model of brand communication. Journal of Marketing Communication. 7(1): 27-33.
DOI: 10.1080/13527260123019

Other Outputs

Heath, R.G. 2007. Reinforcement and low attention processing. In Ambler, T. & Tellis, G. (eds.) Sage handbook of advertising. Newbury Park, California: Sage.

Heath, R.G. (2003) Low involvement Processing – How advertising works at low attention levels, in Branding & Advertising, Hansen, F. & Christensen, L.B., eds, Copenhagen Business School Press, Denmark: 356-364