RT Journal Article
SR Electronic
T1 Face Presence and Gaze Direction In Print Advertisements
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-004
DO 10.2501/JAR-2018-004
A1 Safaa Adil
A1 Sophie Lacoste-Badie
A1 Olivier Droulers
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/02/16/JAR-2018-004.abstract
AB 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.