Key result
A comparison of dynamic and static analysis techniques for heart rate and skin conductance identified strengths and weaknesses of each measure as correlates of attention and arousal during TV viewing.
Observational
The study evaluates different dynamic and static analysis techniques for heart rate and skin conductance to measure attention and arousal during TV viewing.
The goal of this paper is to examine the relative validity of a set of psychophysiological measures as psychological correlates of attention and arousal when watching moving audio/visual messages. To do this, participants watched film clips selected to vary on three media variables known to influence both attention and arousal: structural pacing (slow or fast), valence of emotion (pleasant, unpleasant), and level of arousing content (calm, arousing). Heart rate and skin conductance were measured time-locked to the presentation of each film clip. A variety of analysis techniques for each of these measures, some dynamic and some static, were compared with one another on their ability to perform in a manner suggested by general theoretical predictions. Strengths and weaknesses of each measure are identified based on these comparisons and recommendations about best practices are made.
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Koruth et al. (2015) reported an observational. Film clips varying in pacing, valence, and arousal was evaluated on Validity of psychophysiological measures (heart rate and skin conductance) as correlates of attention and arousal. A comparison of dynamic and static analysis techniques for heart rate and skin conductance identified strengths and weaknesses of each measure as correlates of attention and arousal during TV viewing.
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