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.
Citation:
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.
Authors
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Linguistic Antecedents of Anthropomorphism
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Featured
Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production
Neeru Paharia, Georgetown University, USA
Featured
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore