ABSTRACT
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.
- Received September 19, 2016.
- Received (in revised form) February 15, 2017.
- Accepted April 4, 2017.
- Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 4
