Face Presence and Gaze Direction In Print Advertisements
Sophie Lacoste-Badie
- Fonction : Auteur
- PersonId : 181735
- IdHAL : sophie-lacoste-badie
- ORCID : 0000-0003-4862-3795
- IdRef : 15015609X
Olivier Droulers
- Fonction : Auteur
- PersonId : 173247
- IdHAL : olivier-droulers
- ORCID : 0000-0002-7611-0391
- IdRef : 148074227
Résumé
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.
Domaines
Gestion et managementFormat du dépôt | Notice |
---|---|
Type de dépôt | Article dans une revue |
Sous-Titre |
en
How They Influence Consumer Responses: An Eye-Tracking Study
|
Titre |
en
Face Presence and Gaze Direction In Print Advertisements
|
Résumé |
en
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.
|
Auteur(s) |
Safaa Adil
1
, Sophie Lacoste-Badie
2, 3
, Olivier Droulers
2
1
ESCEM Tours Poitiers -
ESCEM School of Business and Management
( 19170 )
- France
2
CREM -
Centre de recherche en économie et management
( 894 )
- 7 place Hoche, BP 86514
35065 RENNES CEDEX
- France
3
LEM -
Lille économie management - UMR 9221
( 413157 )
- Université de Lille, Site Cité Scientifique Bâtiment SH2 - 59655 Villeneuve D'Ascq
- France
|
Numéro |
4
|
Page/Identifiant |
443-455
|
Vulgarisation |
Non
|
Langue du document |
Anglais
|
Date de publication |
2018-12-01
|
Audience |
Internationale
|
Volume |
58
|
Comité de lecture |
Oui
|
Nom de la revue |
|
Domaine(s) |
|
Mots-clés |
en
Print Advertisements, Face Presence
|
DOI | 10.2501/JAR-2018-004 |
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