Compare methods

	Eye-Tracking in Media Research	Elaboration Likelihood Analysis
Field	Communication	Communication
Family	Process / pipeline	Process / pipeline
Year of origin	2011	1986
Originator	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Richard Petty & John Cacioppo
Type	Behavioral measurement of visual attention to media stimuli	Dual-process experimental analysis of attitude change
Seminal source	Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., & van de Weijer, J. (2011). Eye Tracking: A Comprehensive Guide to Methods and Measures. Oxford: Oxford University Press. ISBN: 9780199697083	Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York: Springer.
Aliases	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme	ELM analysis, Dual-process persuasion experiment, Central and peripheral route analysis, Ayrıntılandırma Olasılığı Modeli Analizi
Related	4	4
Summary	Eye-tracking measures where, when, and for how long people look at media, providing a moment-by-moment record of visual attention that self-report cannot capture. By recording fixations and saccades and aggregating them over defined areas of interest, communication researchers infer what in an advertisement, news page, website, or video draws attention and how visual processing unfolds.	Elaboration likelihood analysis applies Petty and Cacioppo's 1986 Elaboration Likelihood Model (ELM) to study persuasion through experiments that cross message argument quality with peripheral cues under varying levels of audience motivation and ability to think. It identifies whether attitude change travels the central route — effortful scrutiny of arguments — or the peripheral route, reliance on simple cues like source attractiveness or message length.