So sánh phương pháp

	Psychophysiological Measures in Media Research	Elaboration Likelihood Analysis
Lĩnh vực	Communication	Communication
Họ	Process / pipeline	Process / pipeline
Năm ra đời	2004	1986
Người khởi xướng	Psychophysiology of media (Ravaja; Lang's tradition)	Richard Petty & John Cacioppo
Loại	Real-time physiological measurement of attention and emotion to media	Dual-process experimental analysis of attitude change
Công trình gốc	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.
Tên gọi khác	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
Liên quan	4	4
Tóm tắt	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.