Original paper
Effects of model eye gaze direction on consumer visual processing: Evidence from China and America
Abstract
The question of how to design attractive model in online advertising is especially important for online operators of electronic commerce websites. This study examines how a model’s eye gaze direction influences consumers’ visual processing, taking into consideration smiling facial expressions for both Chinese and American consumers. Drawing on shared signal theory and cultural differences, a set of eye-tracking experiments was performed. The...
Paper Details
Title
Effects of model eye gaze direction on consumer visual processing: Evidence from China and America
Published Date
Jul 1, 2018
Journal
Volume
55
Issue
5
Pages
588 - 597
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Notes
History