Face presence and gaze direction in print advertisements: How they influence consumer responses – an eye-tracking study

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.
Adil, Lacoste-Badie and Droulers

MANAGEMENT SLANT

  • Face presence increases attention paid to advertisement elements, including product and brand. The product receives even more attention when the model’s gaze direction is toward the product, versus toward the viewer.
  • Face presence in an advertisement with the model’s gaze directed toward the product is the best combination to improve product and brand memorization, attitude ...

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