2-F: Are the Eyes the Mirror to the Soul?: the Influence of Eye Gaze Direction on Narrative Transportation and Self-Brand Connection
We aim to demonstrate the influence of ad model’s gaze direction (direct versus averted) on consumer self-brand connection. With two studies, we demonstrate that averted (versus direct) gaze enhances narrative transportation, which drives self-brand connection. We also examine the moderating role of rational (vs. emotional) appeals on this relationship.
Ngoc (Rita) To and Vanessa Patrick (2017) ,"2-F: Are the Eyes the Mirror to the Soul?: the Influence of Eye Gaze Direction on Narrative Transportation and Self-Brand Connection", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1062-1062.
Ngoc (Rita) To, University of Houston, USA
Vanessa Patrick, University of Houston, USA
NA - Advances in Consumer Research Volume 45 | 2017
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany