The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.
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