A2. a Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes

Three studies tested the impact of pupil dilation on consumers’ ad attitudes. Models whose pupils are constricted (versus dilated) improved ad attitudes (Study 1). Models’ perceived attractiveness and trustworthiness mediate the effect (Study 2). Moreover, evidence of pupil mimicry was found, but it did not affect ads’ evaluations (Study 3).



Citation:

Maria Giulia Trupia, Martina Cossu, and Zachary Estes (2018) ,"A2. a Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 931-931.

Authors

Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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