Сравнение методов

	Eye-Tracking in Media Research	Psychophysiological Measures in Media Research
Область	Communication	Communication
Семейство	Process / pipeline	Process / pipeline
Год появления	2011	2004
Автор метода	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Psychophysiology of media (Ravaja; Lang's tradition)
Тип	Behavioral measurement of visual attention to media stimuli	Real-time physiological measurement of attention and emotion to media
Основополагающий источник	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.
Другие названия	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
Связанные	4	4
Сводка	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.