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 219 OP 231 DO 10.2501/JAR-2018-030 VO 59 IS 2 A1 Gianluigi Guido A1 Marco Pichierri A1 Giovanni Pino A1 Rajan Nataraajan YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/2/219.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.