A theory of low involvement consumer behavior is emerging in the marketing literature, challenging a number of traditional theoretical and strategic assumptions. The traditional view of consumer behavior is based on the cognitive psychologist's assumption that consumers "think before they act". The low involvement perspective suggests that consumers may act based on the cumulation of communication exposures with little thought, and may evaluate brands afterwards. This perspective questions advertising's role as a means of influencing brand evaluations and enhances the importance of price and in-store stimuli in gaining competitive advantage. This article describes a theory of low involvement consumer behavior and cites the strategic implications of such a theory.