| Beteiligte: | |
|---|---|
| In: | Journal of Marketing Research, 25, 1988, 2, S. 168-177 |
| veröffentlicht: |
American Marketing Association
|
| Medientyp: | Artikel, E-Artikel |
| Umfang: | 168-177 |
|---|---|
| ISSN: |
0022-2437
|
| veröffentlicht in: | Journal of Marketing Research |
| Sprache: | Englisch |
| Kollektion: | sid-55-col-jstorbusiness sid-55-col-jstoras7 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VII Archive JSTOR Business II Archive |
<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.</p> |