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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MacInnis et al. (Tue,) studied this question.

synapsesocial.com/papers/6a10465e1406dce28afc975f https://doi.org/https://doi.org/10.2307/1251955

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

1Measuring Prior Knowledge1986 · 21 citations
2Empathy, its development and prosocial implications.1977 · 290 citations
3The Effect of Framing and Advertising Sequencing on Attitude Consistency and Behavioral Intentions1987 · 8 citations
4Decorative Models and the Readership of Magazine Ads1983 · 79 citations
5Another Look at the “Decorative” Female Model1981 · 49 citations

Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

1Measuring Prior Knowledge1986 · 21 citations
2Empathy, its development and prosocial implications.1977 · 290 citations
3The Effect of Framing and Advertising Sequencing on Attitude Consistency and Behavioral Intentions1987 · 8 citations
4Decorative Models and the Readership of Magazine Ads1983 · 79 citations
5Another Look at the “Decorative” Female Model1981 · 49 citations