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

Journal Article (Academic article)

Duke Authors

Cited Authors

  • Moorman, C; MacInnis, DJ; Jaworski, B

Published Date

  • 1991

Published In

Volume / Issue

  • 55 /

Start / End Page

  • 32 - 53

International Standard Serial Number (ISSN)

  • 1547-7185