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.



Citation:

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.

Authors

Ngoc (Rita) To, University of Houston, USA
Vanessa Patrick, University of Houston, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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