Print Ad Recognition Readership Scores: An Information Processing Perspective
从信息处理视角构建个体处理印刷广告的层次与发散模型，并聚合为受众层面模型，利用Starch评分操作化并纳入广告特征，验证表明该模型优于以往数据驱动方法。
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.