Face Presence and Gaze Direction In Print Advertisements How They Influence Consumer Responses-An Eye-Tracking Study

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential. The eye-tracking study reported herein examines the impact of face presence and model gaze direction in print advertisements. The findings show that face presence and gaze directed toward the product-versus no face and gaze toward the viewer-have a strong influence on attention to and memorization of advertisements, on advertisement and brand evaluation, and on purchase intention. This research provides meaningful and actionable recommendations for managers.