In developing a conceptual framework for our study, we draw on previous work explaining human behaviour as being determined by three groups of factors: motivation, ability and opportunity. This framework which has its roots in psychology has appeared in a number of different guises, all relevant to our current study. It has been proposed as a framework for explaining how consumers react to advertising information, noting that any advertising effects depend on the consumer’s opportunity to process the ad information (related to the amount of exposure to the information), on the consumer’s ability to interpret the ad information and make inferences from it, and finally on the consumer’s motivation to engage in processing the information, as the latter will determine the depth of processing and hence the type of memory trace that the ad message leaves. This information can be published in our peer reviewed journal with impact factors and are calculated using citations not only from research articles but also review articles (which tend to receive more citations), editorials, letters, meeting abstracts, short communications, and case reports. The inclusion of these publications provides the opportunity for editors and publishers to manipulate the ratio used to calculate the impact factor and try to increase their number rapidly. Impact factor plays a major role for the particular journal. Journal with higher impact factor is considered to be more important than other ones.