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October 1, 1991Journal of Marketing

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

Deborah J. MacInnis Christine Moorman Bernard J. Jaworski

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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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MacInnis et al. (1991) studied this question.

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

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