Perceived Gaze Direction Modulates Ad Memorization

摘要

Gaze has important functions in human social interactions. A direct gaze can be used to focus observer's attention on a face, whereas an averted gaze can be used to direct observer's attention to an object or a point in space. Several studies in neuroscience and psychology demonstrate the role of gaze direction not only in orienting observer's attention but also in modulating his cognitive process. The detection of an averted gaze induces a shift of visual attention by means of reflexive gaze-following behavior. In marketing, little is known about gaze direction effect on ads' content processing. This research presents recent findings on neural correlates of the processing of gaze direction and its influence on orienting observer's visual attention. Then, using a folder test procedure, it investigates the influence of perceived gaze direction of a character in a print ad on product and brand memorization. Comparing 2 conditions—ads presenting a face with "averted gaze" toward the advertised product or "direct gaze" toward the observer—our results show that ad with gaze toward the product increases product and brand memorization. As these results were obtained by reproducing real-life conditions of ad processing—a folder magazine—we believe that they are of particular interest for managers, especially in an environmental context increasingly cluttered with advertising that marketers have to face nowadays. Further researches are needed to explore other effects of gaze direction in ads, such as for example the effects on advertising evaluation.