The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads
Abstract
Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates 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. The authors present a framework that explicitly provides such a linkage. The framework highlights the mediational role of MOA in the relationships among executional cues and communication outcomes. It also provides a theoretical account that links apparently disparate cues to their common effects on motivation, opportunity, or ability. 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 and the proposed measures are discussed.
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Cites
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988) · Journal of Consumer Research · doi:10.1086/209170 · Cited by 3,867
The role of involvement in attention and comprehension processes
Celsi, R. L., & Olson, J. C. (1988) · Journal of Consumer Research · doi:10.1086/209158 · Cited by 2,070
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Familiarity and Its Impact on Consumer Decision Biases and Heuristics
Park, C. W., & Lessig, V. P. (1981) · Journal of Consumer Research · doi:10.1086/208859 · Cited by 962
Learning as a generative process 1
Wittrock, M. C. (1974) · Educational Psychologist · doi:10.1080/00461527409529129 · Cited by 834
Cited by
Park, D.-H., Lee, J., & Han, I. (2007) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415110405 · Cited by 2,106
How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2019) · Internet Research · doi:10.1108/intr-04-2018-0177 · Cited by 366
Effect of brand familiarity, experience and information on online apparel purchase
Park, J., & Stoel, L. (2005) · International Journal of Retail & Distribution Management · doi:10.1108/09590550510581476 · Cited by 348
Riskos, K., Dekoulou, P. (., Mylonas, N., & Tsourvakas, G. (2021) · Sustainability · doi:10.3390/su13126867 · Cited by 116
Metadata
- Authors
- Maclnnis, D. J., Moorman, C., & Jaworski, B. J.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1991-10
- Volume
- 55
- Issue
- 4
- Pages
- 32-53
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2171336051
- Cited by
- 454
- References
- 5
- FWCI
- 3.82
- Type
- journal article
- Language
- en
- Open access
- closed
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- Maclnnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of Marketing. https://doi.org/10.1177/002224299105500403
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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