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The Influence of Eye Gaze Direction on Consumers
- 1 Shanghai New Epoch Bilingual School, Shanghai, 200000, China
* Author to whom correspondence should be addressed.
Abstract
There are now static ads where the model looks at the product, as well as static ads where the model doesn't look at the product. The study's goal was to investigate how models' eye gaze directions affect consumers. This paper uses a questionnaire survey as a case study to conduct a detailed analysis. It collects data on consumers' perceived attractiveness of the product, their evaluation of the product, and their intention to purchase the product. Additionally, it discusses the impact of the model's eye gaze direction on these consumers. The model's eye gaze direction has the first influence on consumers' perceived attraction to the product. Consumers will be more attracted to the product when the model's gaze remains fixed on it. In light of this influence, this paper proposes adding dynamic elements to the advertisement to make consumers more attracted to the product. Consumers' evaluation of the product is the second influence of the model's eye gaze direction on consumers is consumers' evaluation of the product. Fixing the model's eye gaze on the product improves consumers' evaluation of it. This paper suggests that the advertisement should truly reflect the product's characteristics and advantages in light of this influence. The third effect of the model's direction of gaze on consumers is their intention to purchase the product. Focusing the model's gaze on the product enhances consumers' purchase intentions. Given this influence, this paper recommends allowing stars or models that align with the product's characteristics to represent it.
Keywords
Static advertising, Eye gaze direction cues, Perceived attractiveness, Product evaluation,Purchase intention
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Cite this article
Zhang,X. (2024). The Influence of Eye Gaze Direction on Consumers. Advances in Economics, Management and Political Sciences,119,179-188.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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