Gaze Direction in Print Ads Modulates Product and Brand Memorization

SAFAA ADIL, University of Rennes 1, France
OLIVIER DROULERS, University of Rennes 1, France
Several studies in neuroscience and psychology demonstrate the role of gaze direction in orienting and modulating perceiver’s attention. In marketing, little is known about gaze direction effect on consumer attention toward ads. The current research investigates the influence of perceived gaze direction in ad on product and brand memorization.
[ to cite ]:
SAFAA ADIL and OLIVIER DROULERS (2014) ,"Gaze Direction in Print Ads Modulates Product and Brand Memorization", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 769-769.