October 1, 1991

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

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Key points are not available for this paper at this time.

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

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

Key Points

Abstract

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