방법 비교

	Psychophysiological Measures in Media Research	Elaboration Likelihood Analysis
분야	Communication	Communication
계열	Process / pipeline	Process / pipeline
기원 연도	2004	1986
창시자	Psychophysiology of media (Ravaja; Lang's tradition)	Richard Petty & John Cacioppo
유형	Real-time physiological measurement of attention and emotion to media	Dual-process experimental analysis of attitude change
원전	Ravaja, N. (2004). Contributions of psychophysiology to media research: Review and recommendations. Media Psychology, 6(2), 193–235.	Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York: Springer.
별칭	Physiological measures of media response, Media psychophysiology, Biometric media measurement, Medya Araştırmalarında Psikofizyolojik Ölçümler	ELM analysis, Dual-process persuasion experiment, Central and peripheral route analysis, Ayrıntılandırma Olasılığı Modeli Analizi
관련	4	4
요약	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.	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.