Face Presence and Gaze Direction In Print Advertisements: How They Influence Consumer Responses: An Eye-Tracking Study
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1 décembre 2018
- handle: 10670/1.g2t77n
- halshs: halshs-01910205
- doi: 10.2501/JAR-2018-004
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info:eu-repo/semantics/altIdentifier/doi/10.2501/JAR-2018-004
Mots-clés
Print Advertisements Face PresenceSujets proches
Human face Advertising--Retail trade Advertisements Store advertising Advertising, Consumer Ads Commercial speech Retail advertising Advertising, Retail Consumer advertising Speech, Commercial Advertising, StoreCiter ce document
Safaa Adil et al., « Face Presence and Gaze Direction In Print Advertisements: How They Influence Consumer Responses: An Eye-Tracking Study », HAL-SHS : droit et gestion, ID : 10.2501/JAR-2018-004
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Résumé
For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential. The eye-tracking study reported herein examines the impact of face presence and model gaze direction in print advertisements. The findings show that face presence and gaze directed toward the product—versus no face and gaze toward the viewer—have a strong influence on attention to and memorization of advertisements, on advertisement and brand evaluation, and on purchase intention. This research provides meaningful and actionable recommendations for managers.