Titre :

Face Presence and Gaze Direction In Print Advertisements
How They Influence Consumer Responses: An Eye-Tracking Study

Auteur(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]

Titre de la revue :

Journal of Advertising Research

Pagination :

443-455

Éditeur :

World Advertising Research Center

Date de publication :

2018-12-01

ISSN :

0021-8499

Mot(s)-clé(s) en anglais :

Print Advertisements
Face Presence

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [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 ...
Lire la suite >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.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL