مقایسهٔ روش‌ها

	Eye-Tracking in Media Research	Psychophysiological Measures in Media Research
حوزه	Communication	Communication
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	2011	2004
پدیدآور	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Psychophysiology of media (Ravaja; Lang's tradition)
نوع	Behavioral measurement of visual attention to media stimuli	Real-time physiological measurement of attention and emotion to media
منبع بنیادین	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	Ravaja, N. (2004). Contributions of psychophysiology to media research: Review and recommendations. Media Psychology, 6(2), 193–235.
نام‌های دیگر	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme	Physiological measures of media response, Media psychophysiology, Biometric media measurement, Medya Araştırmalarında Psikofizyolojik Ölçümler
مرتبط	4	4
خلاصه	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.	Psychophysiological measurement records the body's continuous responses — heart rate, skin conductance, facial muscle activity, and more — while people are exposed to media, providing real-time, covert indicators of attention and emotion. Reviewed for communication by Ravaja, these measures sidestep the biases of self-report and capture moment-to-moment processing as a message unfolds.