PT  - JOURNAL ARTICLE
AU  - Guido, Gianluigi
AU  - Pichierri, Marco
AU  - Pino, Giovanni
AU  - Nataraajan, Rajan
TI  - Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising
AID  - 10.2501/JAR-2018-030
DP  - 2019 Jun 01
TA  - Journal of Advertising Research
PG  - 219--231
VI  - 59
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/59/2/219.short
4100  - http://www.journalofadvertisingresearch.com/content/59/2/219.full
SO  - J Advert Res2019 Jun 01; 59
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.