Effect of Gaze Direction of Human Faces on Cosmetic Paper Advertisement: An Eye Tracking Study

Abstract

In cosmetic paper advertisement, models are important components for marketers to imprint the products to customers (e.g. Kim’s essence). One possible method to attract attention from customers is gaze direction of a model. This study aimed to identify how a model’s gaze direction affects a customer’s gaze pattern and how it relates to purchase intention. The gender effect was also investigated. The result showed a near-marginally significant observation that when a model gazed toward us, fixation duration on the model became longer and the number of visit increased. In addition, customers attracted by the model at the first time were likely to buy the product. The different gaze patterns between male and female were observed. The study indicates that the gaze direction of a model can affect fixation duration on model, which is correlated with the first fixation on model and finally leading to purchase behavior.