The article states that the buyer's search effort is activated by problems. He sees messages which are before him when he has problems, he attends most to those messages which promise him useful information, information that will help him do a better job and he is most likely to respond to advertisement messages which address the source of pressures which are the cause of his problems. Thus, detriments constructed with the problem, not creativity, at the forefront should generate more opportunities to quote, or stated another way, more opportunities to be "cut in on the deal." Complex psychological processes are undoubtedly important to an understanding of audience attention, readership and reaction to industrial advertisements. Limited observation will reveal, however, that attention paid to industrial advertisements depends more or less on problems currently being experienced or anticipated by the audience toward whom industrial advertisements are directed. Readership, then, is logically determined by the buyer's perception that an advertisement contains problem solving information.