The Eyes Have It, or Do They? The Effects of Model Eye Color and Eye Gaze on Consumer Ad Response
نویسندگان
چکیده
Research from the medical, psychological and sociological literature has found significant effects of eyes and eye color: that infants focus in on others’ eyes and that eyes affect social tasks, arousal and perceived attractiveness and honesty. These findings suggest that advertising spokespersons’ eyes may play an important role in ad viewer responses to the ad. This study examined that idea to find significant effects of eye color on some advertising response variables. Findings from the largely Hispanic sample in this study further indicate that spokesperson eye color should match the eye color of the targeted audience.
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