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- Title
Advertising Effects Under Different Combinations of Motivation, Capacity, and Opportunity to Process Information.
- Authors
Poiesz, Theo B. C.; Robben, Henry S. J.
- Abstract
Like the Elaboration Likelihood Model (Petty and Cacioppo 1986), the MOA (Motivation, Opportunity, and Ability) framework (Batra and Ray, 1986; MacInnis and Jaworski, 1989) refers to motivation and ability as general determinants of advertising processing. It differs from the ELM by its explicit distinction between ability and opportunity. A study is reported in which the effect of the three factors on advertising processing and effect measures is assessed. Results provide partial support for the hypotheses and for the relevance of a distinct opportunity factor. Implications for future advertising studies are discussed.
- Subjects
ADVERTISING &; psychology; MOTIVATION (Psychology); OPPORTUNITY; ADVERTISING; CONSUMER behavior; ADVERTISING effectiveness
- Publication
Advances in Consumer Research, 1996, Vol 23, Issue 1, p231
- ISSN
0098-9258
- Publication type
Article