An AMO model for communicating and promoting financial services

Authored by: Alex Wang

The Routledge Companion to Financial Services Marketing

Print publication date:  December  2014
Online publication date:  December  2014

Print ISBN: 9780415829144
eBook ISBN: 9780203517390
Adobe ISBN: 9781134095551

10.4324/9780203517390.ch20

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Abstract

Processing financial services communications effectively may help both consumers and financial marketers since financial information acquisition and processing are important for consumers to make informed financial decisions. Acquiring and processing financial services communications requires the necessary ability, motivation and opportunity to do so. This chapter discusses the Ability, Motivation and Opportunity (AMO) Model (Greenwald and Leavitt 1984, Hallahan 2000, MacInnis and Jaworski 1989, Petty and Cacioppo 1979, 1981, 1986) and presents relevant research findings based on the individual variables in the context of financial services communications.

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