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

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