@article {Adil443, author = {Safaa Adil and Sophie Lacoste-Badie and Olivier Droulers}, title = {Face Presence and Gaze Direction In Print Advertisements}, volume = {58}, number = {4}, pages = {443--455}, year = {2018}, doi = {10.2501/JAR-2018-004}, publisher = {Journal of Advertising Research}, 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{\textemdash}versus no face and gaze toward the viewer{\textemdash}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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/58/4/443}, eprint = {https://www.journalofadvertisingresearch.com/content/58/4/443.full.pdf}, journal = {Journal of Advertising Research} }