Could Face Presence In Print Ads Influence Memorization?

Olivier Droulers (olivier.droulers@univ-rennes1.fr) and Adil Safaa
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Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Adil Safaa: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster compared to other classes of visual stimuli (objects). This article investigates if and how face presence in print ads affects the memorization of ads content. A folder test procedure was used where ads, with or without faces, were inserted. Findings suggest that face presence in ads image positively influences ads memorization. Implications for advertising conception and promotion campaigns are discussed.

Keywords: Folder Test; face; memorization; ads (search for similar items in EconPapers)
Date: 2015-07
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Citations: View citations in EconPapers (2)

Published in Journal of Applied Business Research, 2015, 31 (4), pp.1403-1408. ⟨10.19030/jabr.v31i4.9326⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01242593

DOI: 10.19030/jabr.v31i4.9326

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