Face Presence and Gaze Direction In Print Advertisements
通过眼动追踪实验，研究了印刷广告中面部存在和模特注视方向对消费者注意力、记忆、广告评价及购买意愿的影响，为管理者提供实用建议。
<h3>ABSTRACT</h3> 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.