Face presence and gaze direction in print advertisements: How they influence consumer responses – an eye-tracking study

Safaa Adil, Sophie La coste-Badie, and Olivier Droulers

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.
Adil, Lacoste-Badie and Droulers

MANAGEMENT SLANT

  • Face presence increases attention paid to advertisement elements, including product and brand. The product receives even more attention when the model’s gaze direction is...
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