So sánh phương pháp

	Eye-Tracking in Media Research	Psychophysiological Measures in Media Research
Lĩnh vực	Communication	Communication
Họ	Process / pipeline	Process / pipeline
Năm ra đời	2011	2004
Người khởi xướng	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Psychophysiology of media (Ravaja; Lang's tradition)
Loại	Behavioral measurement of visual attention to media stimuli	Real-time physiological measurement of attention and emotion to media
Công trình gốc	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.
Tên gọi khác	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
Liên quan	4	4
Tóm tắt	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.