This study examines the effects of print ad execution variables on attention and processing as measured by Starch Noted, Associated, and Read most scores—on a univariate basis, then multivariate, and finally within the quadrants of the Rossiter–Percy–Bellman (RPB) Grid. Findings show that...

Formative constructs must influence two or more distinct outcome variables for meaningful tests of the formative conceptualization. Because the construct mediates the effects of its indicators, the indicators must have effects on the outcomes that are proportional to their effects on the...