to use it; and reporting withdrawal symptoms when 
one stops using it.Because the relaxation occurs quickly, people are conditioned to associate 
10 English II - Faculty of Oral & Dental Medicine- Dr. Dina Gaber
viewing with rest and lack of tension.For some, a twinge of 
unease or guilt that they aren't doing something more productive may also accompany and 
depreciate the enjoyment of prolonged viewing.Researchers in Japan, the U.K. and the U.S. 
have found that this guilt occurs much more among middle-class viewers than among less 
affluent ones
 The orienting response is an instinctive reaction to any sudden or new, such as movement or 
possible attack by a predator.Typical orienting reactions include the following the arteries to 
the brain grow wider allowing more blood to reach it, the heart slows down and arteries to the 
large muscles become narrower so as to reduce blood supply to them.In our ESM studies the longer people sat in front of the 
set, the less satisfaction they said they derived from it. When signaled, heavy viewers (those 
who consistently watch more than four hours a day) tended to report on their ESM sheets that 
they enjoy TV less than light viewers did (less than two hours a day).The association is positively reinforced because viewers 
remain relaxed throughout viewing.Thus, the irony of TV: people watch a great deal longer than they plan to, even though 
prolonged viewing is less rewarding.Brain waves are also 
interrupted for a few seconds.These changes allow the brain to focus its attention on gathering 
more information and becoming more alert while the rest of the body becomes quieter.