Effects of Face and Gaze Direction in Print Advertisements
This study assesses the effects of face presence and gaze direction in print advertisements on attention to and memorization of the product and the advertisement. Our main finding is that advertisements are more effective in “gaze towards the product” condition than in “gaze towards the observer” and “no face” conditions.
safa adil and sophie lacoste-badie (2016) ,"Effects of Face and Gaze Direction in Print Advertisements", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 717-717.
safa adil, Rennes 1 University, France
sophie lacoste-badie, Rennes 1 University, France
NA - Advances in Consumer Research Volume 44 | 2016
E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?
Qingqing Guo, Shanghai Jiao Tong University
Mediation as a Multi-Dimensional Process of Brand-Related Interaction
Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China