A Window to the Brand’S Soul: How Models’ Eyes Affect Consumers’ Attitudes

Dilated pupils reveal physiological arousal, whereas constricted pupils show more iris color. Do consumers prefer advertising models with dilated (aroused) or constricted (colorful) pupils? Four lab studies (including eye-tracking) reveal that constricted pupils enhance the model’s attractiveness and perceived trustworthiness, and consequently improve consumers’ attitudes toward the advertisement.

Citation:

Maria Giulia Trupia, Martina Cossu, and Zachary Estes (2019) ,"A Window to the Brand’S Soul: How Models’ Eyes Affect Consumers’ Attitudes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 879-880.