In preparing instructional materials, consideration must be given to the students' attention. Carl Hagfors has conducted a number of experiments measuring the electrodermal response simultaneously from a number of subjects viewing the same materials. When most subjects were attentive there was a large discursion of the recorder pen. When some were…

The author reviews and evaluates the principal theoretical measures of attention categorized in three areas: self-report measures, operant behavioral measures, and psychophysiological measures. Self-report measures include a variety of rating scales, interest and attitude scales, Krugman's "number of 'connections,'" and program audience analyzers.…

Psychophysiological research into the effects of mass media, specifically the music of the masses, promises increased insight into the control the media exert on all their consumers. Attention and retention of mass media messages can be tested by measuring the receiver's electrodernal activity, pupil dilation, peripheral vasodilation, and heart…