Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads
提出了一个框架，用于增强和测量消费者处理广告中品牌信息的动机、机会和能力，对广告策略和消费者研究有指导意义。
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