Article1991

Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads

Deborah J. MacInnis · Christine Moorman · Bernard J. Jaworski

988 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Deborah J. MacInnis, Christine Moorman, Bernard J. Jaworski, Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads, Journal of Marketing, Vol. 55, No. 4 (Oct., 1991), pp. 32-53

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1979An Information Processing Theory of Consumer Choice 1989Information Processing from Advertisements: Toward an Integrative Framework

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