The Association for Qualitative Research
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Low involvement processing

A theory about memory and information processing that suggests we absorb and store a huge amount of data, every day, in a way that is automatic and beyond awareness or conscious control. While this data is not highly processed, with repeated exposure certain connections and associations will be made.

This theory has important implications for market research, especially where issues of advertising and branding are concerned. It has been explored and applied to market research by a number of researchers, but is especially associated in the UK with the work of Robert Heath.

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