Effect of the model eye gaze direction on consumer information processing: a consideration of gender differences

Abstract

PurposeThe purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender.Design/methodology/approachAn eye-tracking experiment and a memory test are conducted to test the research hypotheses.FindingsCompared to an averted gaze, a model with a direct gaze attracts more attention to the model's face among male consumers, leading to deeper processing. However, the findings show that when a model displays a direct gaze rather than an averted gaze, female consumers pay more attention to the brand name, thus leading to deeper processing.Originality/valueThis study contributes to not only the existing eye gaze direction literature by integrating the facilitative effect of direct gaze and considering the moderating role of consumer gender on consumer information processing but also the literature concerning the selectivity hypothesis by providing evidence of gender differences in information processing. Moreover, this study offers practical insights to practitioners regarding how to design appealing webpages to satisfy consumers of different genders.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0025