" Well, according to this researcher, it must be understood that we absorb a large part of this information unconsciously. This is his theory of Low Involvement Processing (LIP).
Without us realising it, without any special effort on our part, our brain records this information subconsciously. That will obviously play a role in our knowledge of products and brands from all household consumption categories.
Our brain constantly chooses what “interests” us. It stores this information at a “conscious”, accessible, close level and classifies elsewhere what “doesn’t interest us” and archives it in an area that is, so to speak, more “distant and less of a priority”.
It’s often said that we are entering an era of “Permission Marketing” in which the consumer is more and more able to build barriers around them to stop appeals that they consider undesirable.
The practical consequence is that the only means of convincing the maximum potential clients is to try to be present in the media as often as possible in order to have a chance of getting there “with the right offer, at the right time”…when such and such an individual’s “drawbridge” is open"
Now i'm not wholly sure if i buy into this theory. Yes we are more susceptible to what we are interested in and looking out for. I still can't see that moonwalking bear if i'm counting the passes. I don't think this means that you have to barrage people with images and messages in the hope that maybe one day they might think about your product. You could beam a subway sandwich sign into my brain 24/7 and i still wouldn't eat one unless it was absolutely the last option. This research was promoting cheap advertising slots for a network. In my opinion it's less about forcing the brand on the consumer as it is about breaking down the barriers that make them see it as undesirable.
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