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Physiological measurement involves the direct or indirect observation of variables attributable to normative functioning of systems and subsystems in the human body. The tools and techniques of this method are varied, but all are based on empirical observation. The variables observed are derived from the measureable properties and functions of the biological systems and subsystems. In humans, this includes phenomena such as heart rate, blood pressure, cortical activity, and biochemical markers. In isolation, such variables are not particularly informative to communication scholars. However, when paired with the social, behavioral, and psychological factors associated with communication, they can offer profound insights into human perception and behavior.

A fundamental assumption of physiological measurement is that both behavior and experience can be understood and explained through changes in physical ...

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