How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
This research investigates the influence of ad model’s gaze direction (direct vs. averted) on consumer self-brand connection. With three studies, we demonstrate (1)that averted (vs. direct) gaze enhances narrative transportation, (2)this drives self-brand connection, and (3)the visual effect hypothesized is moderated by the rational (vs. emotional) appeal of the advertisement.
Ngoc To and Vanessa Patrick (2018) ,"How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 68-73.
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA
NA - Advances in Consumer Research Volume 46 | 2018
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