Little research has directly examined the mediational impact of consumers' motivation, opportunity, and ability (MOA) to process brand information from an advertisement on the relationships between executional cues and communication effects. A conceptual framework is presented that organizes executional cue research in terms of the cues' impact on MOA, brand processing, and communication outcomes. Within each general category of cues, the underlying principles by which such cues have their effects are identified. The framework raises several questions about executional cues, including: 1. whether a given cue has reciprocal or trade-off effects on MOA, 2. whether researchers need to refine cues further to understand their MOA effects, and 3. whether interactions among cues produce unique MOA responses.

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