Print Ad Recognition Readership Scores: An Information Processing Perspective

<jats:p> An information processing perspective is used to develop hierarchical and divergent models of how individuals process print ads. An aggregation across individuals generated related audience-level models, which were operationalized by using Starch scores and extended to incorporate specific ad characteristics. Confirmatory tests -indicate that these models provide a substantial advance over previous data-driven approaches to analyzing readership scores. </jats:p>