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
Share Proceeding
Featured papers
See MoreFeatured
Portals of Transformation In Consumer Experiences
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
Featured
Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
Featured
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana