Liking products by the head of a dog: Perceived orientation of attention induces valence acquisition

Corneille, Olivier; Mauduit, Sandie; Holland, Rob W.; Strick, Madelijn

doi:10.1016/j.jesp.2008.07.004

Cited by 18 publications

(22 citation statements)

References 17 publications

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“…Experiment 1 extends previous research by showing that joint attention influences painting evaluation (Bayliss et al, 2006;Corneille, Mauduit, et al, 2009;Corneille, Yzerbyt, et al, 2009) but that this effect is moderated by gazing-awareness. Participants preferred gazed-at paintings when they were aware of the associated gaze.…”

Section: Discussionsupporting

confidence: 79%

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Eye'm lovin' it! The role of gazing awareness in mimetic desires

Bry

Treinen

Corneille

et al. 2011

Journal of Experimental Social Psychology

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Evaluative learning Attitude formation dual models Effect of attention on affectRecent studies showed that people evaluate objects more favorably when these objects are gazed-at by others, an effect coined as "mimetic desire". In two studies, we tested whether mimetic desire stems from an automatic form of learning by examining one dimension of automaticity, i.e., people's awareness of the objectgaze association. Participants saw 6 neutral art paintings associated with a female gazing toward two of the paintings, away from two of the paintings, and closing her eyes with respect to the last two paintings. After the exposition phase, participants evaluated the paintings and performed a contingency-awareness test. Importantly, participants' responses on this test were genuinely driven by memory and not by inferences from liking. Results show that participants preferred objects that were gazed-at but only when they were aware of the object-gaze association. Hence, despite the adaptive function of joint attention, its impact on valence acquisition does not seem to qualify as an implicit learning process.

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Section: Discussionsupporting

confidence: 79%

“…In a recent study, Corneille, Mauduit, Strick, and Holland (2009) provided evidence that mimetic desire may arise rather spontaneously and independently from experimental demands. These authors presented pictures of dogs' heads along with various peppermint brands and relied on an affective priming task as an evaluative measure.…”

mentioning

confidence: 99%

Eye'm lovin' it! The role of gazing awareness in mimetic desires

Bry

Treinen

Corneille

et al. 2011

Journal of Experimental Social Psychology

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“…While these findings are very promising, they have failed to address the evaluative importance of gaze information even though the positive impact of gaze on the evaluation of gazed-at objects has repeatedly been observed in previous studies (Bayliss et al, 2006, 2007; Corneille et al, 2009; Van der Weiden et al, 2010; Bry et al, 2011). Evaluative effects of gaze are, however, of major significance in an advertising context where positive evaluations of and interest in the advertised product are typically the primary goal.…”

Section: Discussionmentioning

confidence: 89%

Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments

2017

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Banner advertising is a popular means of promoting products and brands online. Although banner advertisements are often designed to be particularly attention grabbing, they frequently go unnoticed. Applying an eye-tracking procedure, the present research aimed to (a) determine whether presenting human faces (static or animated) in banner advertisements is an adequate tool for capturing consumers’ attention and thus overcoming the frequently observed phenomenon of banner blindness, (b) to examine whether the gaze of a featured face possesses the ability to direct consumers’ attention toward specific elements (i.e., the product) in an advertisement, and (c) to establish whether the gaze direction of an advertised face influences consumers subsequent evaluation of the advertised product. We recorded participants’ eye gaze while they viewed a fictional online shopping page displaying banner advertisements that featured either no human face or a human face that was either static or animated and involved different gaze directions (toward or away from the advertised product). Moreover, we asked participants to subsequently evaluate a set of products, one of which was the product previously featured in the banner advertisement. Results showed that, when advertisements included a human face, participants’ attention was more attracted by and they looked longer at animated compared with static banner advertisements. Moreover, when a face gazed toward the product region, participants’ likelihood of looking at the advertised product increased regardless of whether the face was animated or not. Most important, gaze direction influenced subsequent product evaluations; that is, consumers indicated a higher intention to buy a product when it was previously presented in a banner advertisement that featured a face that gazed toward the product. The results suggest that while animation in banner advertising constitutes a salient feature that captures consumers’ visual attention, gaze cuing can be an effective tool for driving viewers’ attention toward specific elements in the advertisement and even shaping consumers’ intentions to purchase the advertised product.

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“…For example, Corneille, Mauduit, Holland, and Strick (2009) had participants view a computer screen in which a dog's head and consumer products were displayed. The dog's head looked either toward the consumer products or away from them.…”

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confidence: 99%

Eye Gaze as Relational Evaluation: Averted Eye Gaze Leads to Feelings of Ostracism and Relational Devaluation

Wirth

Sacco

Hugenberg

et al. 2010

Pers Soc Psychol Bull

280

218

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Eye gaze is often a signal of interest and, when noticed by others, leads to mutual and directional gaze. However, averting one's eye gaze toward an individual has the potential to convey a strong interpersonal evaluation. The averting of eye gaze is the most frequently used nonverbal cue to indicate the silent treatment, a form of ostracism. The authors argue that eye gaze can signal the relational value felt toward another person. In three studies, participants visualized interacting with an individual displaying averted or direct eye gaze. Compared to receiving direct eye contact, participants receiving averted eye gaze felt ostracized, signaled by thwarted basic need satisfaction, reduced explicit and implicit self-esteem, lowered relational value, and increased temptations to act aggressively toward the interaction partner.

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Liking products by the head of a dog: Perceived orientation of attention induces valence acquisition

Cited by 18 publications

References 17 publications

Eye'm lovin' it! The role of gazing awareness in mimetic desires

Eye'm lovin' it! The role of gazing awareness in mimetic desires

Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments

Eye Gaze as Relational Evaluation: Averted Eye Gaze Leads to Feelings of Ostracism and Relational Devaluation

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