Face Presence and Gaze Direction In Print Advertisements

Safaa Adil, Sophie Lacoste-Badie () and Olivier Droulers ()
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Safaa Adil: ESCEM Tours Poitiers - ESCEM School of Business and Management - Groupe école supérieure de commerce et de management Tours-Poitiers
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

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Abstract: 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.

Keywords: Print Advertisements; Face Presence (search for similar items in EconPapers)
Date: 2018-12-01
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Citations: View citations in EconPapers (3)

Published in Journal of Advertising Research, 2018, 58 (4), pp.443-455. ⟨10.2501/JAR-2018-004⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01910205

DOI: 10.2501/JAR-2018-004

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