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Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising

An Empirical Investigation

Gianluigi Guido, Marco Pichierri, Giovanni Pino, Rajan Nataraajan
DOI: 10.2501/JAR-2018-030 Published 19 July 2018
Gianluigi Guido
University of Salento,
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  • For correspondence: gianluigi.guido@unisalento.it
Marco Pichierri
University of Bologna,
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  • For correspondence: marco.pichierri@unibo.it
Giovanni Pino
University of Salento,
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  • For correspondence: giovanni.pino@unisalento.it
Rajan Nataraajan
Auburn University,
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  • For correspondence: natarra@auburn.edu
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ABSTRACT

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.

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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising
Gianluigi Guido, Marco Pichierri, Giovanni Pino, Rajan Nataraajan
Journal of Advertising Research Jul 2018, JAR-2018-030; DOI: 10.2501/JAR-2018-030

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Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising
Gianluigi Guido, Marco Pichierri, Giovanni Pino, Rajan Nataraajan
Journal of Advertising Research Jul 2018, JAR-2018-030; DOI: 10.2501/JAR-2018-030
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