面部表情和视线方向是非语言人际沟通中最重要的两个面部线索，尽管心理学和神经科学等领域对它们进行了大量的研究，但是对于它们在营销情境中的共同作用机理及其东西方文化差异还缺乏研究。本研究基于M-R环境心理学模型、共享信号假说等理论，以购物网站为研究背景，结合使用认知神经科学方法（主要包括眼动技术和事件相关电位分析技术）和传统的行为研究方法，从生理、心理和行为多个层面，对产品模特的面部表情和视线方向如何交互影响东西方消费者的注意、情绪进而影响产品评价和品牌记忆进行研究，并考虑模特与消费者之间种族匹配、性别匹配因素的调节作用，期望构建一个系统性的解释框架。本研究不仅弥补了营销领域对面部表情和视线方向的交互作用这一问题研究的不足，对以往面部线索交互效应的主要理论进行检验和修正，也扩展了面部线索效应的东西方文化差异理论和在线消费者行为理论，同时对于促进在线商店的发展和电子商务的全球化发展具有重要价值。

Gaze direction and the facial expression of emotion are the two most important facial cues in non-verbal communication. Although prior studies, mostly in psychology and Neuroscience, have investigated the effects of these two facial cues, there has been no research effort directed at systematically exploring their joint impacts in the naturalistic contexts that occur in marketing and also their cultural difference between the East and the West. Drawing on the Mehrabian-Russell environmental psychology model and the theory of “shared signal” hypothesis, this research combines the cognitive neuroscience methods (eye-tracking and event-related potential technology) and the traditional methods used in behavioral researches to investigate the joint effects of facial expression and gaze direction of models on shopping websites on emotion, attention, and subsequent product evaluation and brand memory among Asian and Western participants on three different levels (physiology, psychology, and behavior), considering the moderating roles of model-consumer’s gender matching and race matching. This research aims to construct a systematic framework to explain the effects of facial cues. This research not only fills the gap in our knowledge on the joint effects of facial expression and gaze direction in marketing, thus examines and amends the dominant theory used in previous research on the joint effects of these two facial cues, but also advances the theory in the cultural differences of facial cues and online consumer behavior. On the other hand, this research promotes the development of online stores and globalization of e-commerce.