STRATEGY AND STYLE IN ATTENTION TO TELEVISION

Different length looks at television probably reflect very different u nderlying processes, and individuals' differences in the way these loo ks are employed may reflect different styles of viewing television. Co mparison of look styles with a variety of comprehension revealed sever al relationships. Very brief looks reflect efficient sampling by those monitoring the program, while slightly longer (but still quite brief) looks represent an attempt to look at the program from scratch, and a re thus part of a strategy that is much less efficient for comprehensi on.