RT Journal Article
SR Electronic
T1 Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-030
DO 10.2501/JAR-2018-030
A1 Gianluigi Guido
A1 Marco Pichierri
A1 Giovanni Pino
A1 Rajan Nataraajan
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/07/17/JAR-2018-030.abstract
AB This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements. In two studies, the researchers examined the effects of exposing consumers to print advertisements containing faces or pareidolian images for short time lapses—one-half, one, and three seconds. The results show that both advertisement types captured viewers' attention and more frequently were recognized than advertisements that did not feature faces or facelike objects. Both face advertisements and pareidolian advertisements increased brand recognition and advertisement preference. Theoretical and operational implications are discussed.