Polychrons and Monochrons: How Do They Watch and Use Television

Abstract

Project focus was to better understand the behavior of polychronic/monochronic consumers as they view and use television. Objectives were to develop and test a scale to measure this tendency and to develop a regression equation using television viewing and use behaviors to predict placement on the tendency scale. The Television Polychrome Attitude Index (TVPAI) was developed and tested (Alpha = 0.77) and the exploratory regression equation explained 42 percent of the variance in TVPAI.