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.
CITATION STYLE
Lindquist, J. D., & Kaufman-Scarborough, C. (2015). Polychrons and Monochrons: How Do They Watch and Use Television. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 204–208). Springer Nature. https://doi.org/10.1007/978-3-319-11885-7_49
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