Faces and Feelings (02-25-21)

Park and colleagues link particular gaze directions in advertisements to assessments of the products presented.  The team investigated “the influence of the face orientation of a human model on the perception of their attractiveness and its downstream consequences on product evaluation. Across five experiments, we first demonstrate that consumers tend to perceive a model's face showing his or her left cheek as more attractive than when showing the right cheek, even when the images are otherwise identical. More importantly, we demonstrate the downstream influence of face orientation on the evaluation of advertised products whereby the leftward (vs. rightward) model's face increases the evaluation of the advertised product through perceived model attractiveness. . . .  consumers perceive those faces showing their left (vs. right) cheek as more prototypical, and that this perception of prototypicality elicits an aesthetic preference for the model's leftward face which in turn carries over to influence product evaluation.”

Jaewoo Park, Charles Spence, Hiroaki Ishii, and Taku Togawa.  2021.  “Turning the Other Cheek:  Facial Orientation Influences Both Model Attractiveness and Product Evaluation.”  Psychology and Marketing, vol. 38, no. 1, pp. 7-20, https://doi.org/10.1002/mar.21398