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 More

Featured

C10. Beyond Self-control: A Field Exploration of the Interactive Effect between Cue-induced and Prospective Decision Making on Long-term Weight Loss

Wanyu Li, McGill University, Canada
Laurette Dube, McGill University, Canada
Yu Ma, McGill University, Canada

Read More

Featured

The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.