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

Authors

Deborah J MacInnis, Christine Moorman

Publication date

1991/10

Journal

Journal of Marketing

Volume

55

Pages

32-53

Total citations

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Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads*

DJ Maclnnis, C Moorman, BJ Jaworski - Journal of marketing, 1991

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