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 ...
Show more >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

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL