Trixy Eyes: Eye-Contact on Packaging Increases Trust and Choice

Aner Tal, Cornell University, USA
Aviva Musicus, Yale University, USA
Brian Wansink, Cornell University, USA
Eye contact established by cereal spokes-characters increases feelings of trust and connection to the brand, as well as ultimate choice of the brand over competitors. We demonstrate this across two studies where graphic manipulation of a character to create eye contact increases liking, trust, and choice.
[ to cite ]:
Aner Tal, Aviva Musicus, and Brian Wansink (2014) ,"Trixy Eyes: Eye-Contact on Packaging Increases Trust and Choice", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 813-813.