A Window to the Brand’s Soul: How Models’ Eyes Affect Consumers’ Attitudes

• In Event: 2.3 Understanding Consumer Responses to Advertising Content

Short Abstract

Dilated pupils reveal physiological arousal, whereas constricted pupils show more iris color. Do consumers prefer advertising models with dilated (aroused) or constricted (colorful) pupils? Four lab studies (including eye-tracking) reveal that constricted pupils enhance the model’s attractiveness and perceived trustworthiness, and consequently improve consumers’ attitudes toward the advertisement.

Authors

• Maria Giulia Trupia, IESE Business School, Spain

• Martina Cossu, Bocconi University, Italy

• Zachary Estes, Bocconi University, Italy