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Face Presence and Gaze Direction In Print Advertisements

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How They Influence Consumer Responses: An Eye-Tracking Study

Document type :
Article dans une revue scientifique
DOI :
10.2501/JAR-2018-004
Title :
Face Presence and Gaze Direction In Print Advertisements
How They Influence Consumer Responses: An Eye-Tracking Study
Author(s) :
Adil, Safaa [Auteur correspondant]
ESCEM School of Business and Management [ESCEM Tours Poitiers]
Lacoste-Badie, Sophie [Auteur]
Lille économie management - UMR 9221 [LEM]
Centre de recherche en économie et management [CREM]
Droulers, Olivier [Auteur]
Centre de recherche en économie et management [CREM]
Journal title :
Journal of Advertising Research
Pages :
443-455
Publisher :
World Advertising Research Center
Publication date :
2018-12-01
ISSN :
0021-8499
English keyword(s) :
Print Advertisements
Face Presence
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [en]
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 ...
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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.Show less >
Language :
Anglais
Peer reviewed article :
Oui
Audience :
Internationale
Popular science :
Non
Collections :
  • Lille Économie Management (LEM) - UMR 9221
Source :
Harvested from HAL
Université de Lille

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