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

Safaa Adil, Sophie La coste-Badie, and Olivier Droulers

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.
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