explanation for differences in program-choice styles. Those with high needs for arousal may be the most active viewers. Cortical as well as limbic arousal research should be considered. Studies that have examined attention to the screen (e.g., Anderson, Alwitt, Lorch, & Levin, 1979; Anderson & Levin, 1976: Husson, 1982) in situations where viewers did not have the opportunity to change channels may be extended to cable channel-changing situations to determine how closely attention and channel changing are motivated by parallel program or attention attributes. Research on selective exposure, information processing, and decision making are also primary candidates for integrative efforts. What has been presented here is a beginning. Perhaps it merits further exploration.
Anderson, D., Alwitt, L., Lorch, E., & Levin, S. ( 1979). Watching children watch television. In G. A. Hale & M. Lewis (Eds.), Attention and cognitive development (pp. 331-363). New York: Plenum Press.
Anderson, D., & Levin, S. ( 1976). Young children's attention to Sesame Street. Child Development 47, 806-811.
Arbitron Ratings. ( 1983). Two-way cable diary test: A summary of findings. Laurel, MD: Arbitron Ratings.
Atkin, C., Greenberg, B., Korzenny, F., & McDermott, S. ( 1979). Selective exposure to televised violence. Journal of Broadcasting, 22( 1), 47-61.
Baldwin, T., Heeter, C., Anokwa, K., & Stanley, C. ( 1983). Programming: The challenge to fill 100+ channels. Paper presented at the convention of the Speech Communication Association, Washington DC.
Berlyne, D. E. ( 1960). Conflict, arousal and curiosity. New York: McGraw-Hill.
Bowman, G., & Farley, J. ( 1972). "TV viewing: Application of a formal choice model". Applied Economics, 4, 245-259.
Brenner. S., & Levy, J. ( 1982, February). UHF viewing and television channel selector type. (UHF Comparability Task Force Report). Washington, DC Office of Plans and Policy, Federal Communications Commission.
Bruno, A. ( 1973). The network factor in TV viewing. Journal of Advertising and Marketing Research, 13( 5), 33-39.
Donohue, L., Palmgren, P., & Duncan, J. ( 1980). An activation model of information exposure. Communication Monographs, 47, 295-303.
Eckblad, G. ( 1963). The attractiveness of uncertainty Scandinavian Journal of Psychology, 4, 1-13.
Frank, R., Becknell, J., & Clokey, J. ( 1971). Television program types. Journal of Marketing Research, 8, 204-211.
Gensch, D., & Ranganathan, B. ( 1974). Evaluation of television program content for the purpose of promotional segmentation. Journal of Marketing Research, 11, 390-398.
Gensch, D., & Shaman, P. ( 1980). Models of competitive television ratings. Journal of Marketing Research, 17, 307-315.
Goodhart, G. J., Ehrenberg, A. S. C., & Collins, M. A. ( 1975). The television audience: Patterns of viewing. Lexington, MA: Lexington Books.
Greenberg, B., D'Alessio, D., Heeter, C., & Sipes, S. ( 1983). The cableviewing process. Paper presented at the Midwest Association of Public Opinion Research convention, Chicago.