Materialism and Biometric Responses to Advertising Leaflets: An Eye-Tracking and Face-Reading Study

Ivana Ondrijová
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Ivana Ondrijová: University of Prešov in Prešov, Faculty of management

Technium Social Sciences Journal, 2026, vol. 85, issue 1, 161-169

Abstract: This study examines the relationship between materialism and consumers’ biometric responses during the processing of advertising leaflets. Materialism was measured using six items derived from the Material Values Scale, while biometric responses were captured using eye-tracking and face-reading. The sample consisted of 177 respondents. Materialism was operationalized as the mean score of the six materialism items, and its relationship with selected eye-tracking and face-reading indicators was examined. The results showed good internal consistency of the materialism scale. However, materialism was not strongly or statistically robustly associated with the selected biometric indicators. The strongest tendencies suggested slightly longer gaze time on product descriptions and slightly higher average saccade amplitude among respondents with higher materialism, but these effects were weak and exploratory. Face-reading indicators also showed no clear relationship with materialism. The findings suggest that materialistic value orientation is not directly reflected in immediate visual attention or facial emotional responses to advertising leaflets. Materialism may influence consumer behavior more indirectly, depending on product type, brand status, perceived symbolic value, and personal relevance of the stimulus.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:13668

DOI: 10.47577/tssj.v85i1.13668

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