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).
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.
Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
NA - Advances in Consumer Research Volume 46 | 2018
I1. Blaming Him or Them? A Study on Attribution Behavior
Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK
Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO