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 toward the brand, and purchase intention.
  • Objective attention measures using an eye-tracking device can benefit managers and should not be neglected. Regarding the effects of attention on memorization, such measures could be of great help in advertisement tests.