PT  - JOURNAL ARTICLE
AU  - Safaa Adil
AU  - Sophie Lacoste-Badie
AU  - Olivier Droulers
TI  - Face Presence and Gaze Direction In Print Advertisements
AID  - 10.2501/JAR-2018-004
DP  - 2018 Dec 01
TA  - Journal of Advertising Research
PG  - 443--455
VI  - 58
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/58/4/443.short
4100  - http://www.journalofadvertisingresearch.com/content/58/4/443.full
SO  - J Advert Res2018 Dec 01; 58
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.