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
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China