The influence of gaze cues on product evaluation

Recent studies have shown that gaze cueing can influence object evaluation, but it is not clear what functional mechanisms drive this effect. Based on extant literature, two explanatory models are proposed: an attention model and a social information model. Both models are explored using eye tracking methodology. Participants saw and rated genuine Asian cosmetics advertisements featuring a model’s face and a product. The models’ eyes were manipulated to gaze at the product, at the participant or away from the product. Eye tracking data did not support the attention model. The social information model is discussed as more likely to explain the effects found in this study.