Face Presence and Gaze Direction In Print Advertisements How They Influence Consumer Responses-An Eye-Tracking Study
Face Presence and Gaze Direction In Print Advertisements How They Influence Consumer Responses-An Eye-Tracking Study
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DOI：
10.2501/jar-2018-004
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发表时间：
2018-12-01
影响因子：
2.5
通讯作者：
Droulers, Olivier
中科院分区：
文献类型：
--
作者：
Adil, Safaa;Lacoste-Badie, Sophie;Droulers, Olivier
对于产品制造商和广告商来说，在混乱的广告环境中吸引消费者的注意力是必不可少的。本文报道的眼动追踪研究考察了平面广告中面部存在和模特凝视方向的影响。研究结果表明，面对和注视产品——相对于没有面对和注视观众——对广告的注意和记忆、广告和品牌评价以及购买意愿有很强的影响。本研究为管理者提供了有意义和可操作的建议。
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.