Effects of face images and face pareidolia on consumers’ responses to print advertising

Gianluigi Guido, Marco Pichierri, Giovanni Pino, Rajan Nataraajan

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    Abstract

    his research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements. In two studies, the researchers examined the effects of exposing consumers to print advertisements containing faces or pareidolian images for short time lapses—one-half, one, and three seconds. The results show that both advertisement types captured viewers' attention and more frequently were recognized than advertisements that did not feature faces or facelike objects. Both face advertisements and pareidolian advertisements increased brand recognition and advertisement preference. Theoretical and operational implications are discussed.
    Original languageEnglish
    JournalJournal of Advertising Research
    Early online date19 Jul 2018
    DOIs
    Publication statusEarly online - 19 Jul 2018

    Keywords

    • Faces
    • pareidolia
    • orienting response
    • attention
    • ad preference
    • ad recognition
    • brand recognition

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