Effects of face images and face pareidolia on consumers? Responses to print advertising: An empirical investigation

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.
Guido et al

MANAGEMENT SLANT

  • Advertisements featuring human faces and facelike (i.e., pareidolian) images capture greater attention and preference than other advertisements in short time lapses.
  • With increasing time exposure, the attention-grabbing capacity of face and pareidolian advertisements gradually decreases.

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