search query: @author MacInnis, D.J. / total: 2
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| Author: | MacInnis, D.J. Moorman, C. Jaworski, B.J. |
| Title: | Enhancing and measuring consumers' motivation, opportunity and ability to process brand information from ads. |
| Journal: | Journal of Marketing
1991 : OCT, VOL. 55:4, p. 32-53 |
| Index terms: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR PRODUCT INFORMATION MEASUREMENT BRANDS |
| Language: | eng |
| Abstract: | Research results show that communication effectiveness is in part driven by consumers' motivation, opportunity and ability (MOA) to process brand information from an ad. However, little research has explicitly linked executional cues to communication effectiveness via their impact on MOA and levels of processing. A framework is presented that explicitly provides such a linkage. It highlights the meditational role of MOA in the relationships among executional cues and communication outcomes. A theoretical account is also provided. The framework is complemented by a critical review of current measures of MOA and proposed measures based on the review. Research issues raised by the framework are discussed. |
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