Information processing behaviour of farm women

Information processing behaviour refers to the activities performed by the farm women after acquiring information from the print media. Therefore, the current study was conducted to examine the processing behaviour of farm women regarding household messages in print media. Two hundred farm women from Punjab state who were subscribers of selected newspapers i.e., ’Ajit’ and ’Jagbani’ and farm magazine ’Changi Kheti’ published by Punjab Agricultural University, Ludhiana were selected as the sample for the study. Data were collected through a well-structured and pre-tested interview schedule. A low level of processing behaviour was observed for majority of the respondents. Independent variables i.e., educational level, size of family, participation in various social activities and mass media usage were positively correlated and contributing towards increasing the extent of processing behaviour.