Model's Race: A Peripheral Cue in Advertising Messages?

Based on the Elaboration Likelihood Model and Social Categorization Theory, an experiment examined minority viewers' use of racial cues on exposure to product advertising. A total of 160 Black adults from a southeastern city rated a garment bag advertisement that featured either a White or a Black model and contained either strong or weak message arguments. Consistent with both theoretical notions, product and advertising evaluations were more favorable given a Black than a White model, but only for Black participants who identify strongly with Black culture. Blacks who identify weakly with Black culture evaluated the product and advertisement similarly given a White or a Black model. The results also showed that the Black model's race motivated Blacks, particularly those with strong racial attitudes, to process the message in a biased manner. In particular, the Black (versus White) model's race positively influenced the Black participants' thoughts about the product, which in turn yielded more favorable product evaluations. The findings suggest that Blacks appear to engage in biased processing (and not simple cue processing) when exposed to Black models in advertising messages.     

Odor Semantics and Visual Cues: What We Smell Impacts Where We Look,What We Remember,and What We Want to Buy

The current research uses eye‐tracking technology in a consumer context to explore the interactive effects of olfactory and visual cues on consumers' eye gaze patterns. We manipulate the semantic correspondence between pictorial objects depicted in print advertisements and odors smelled (or not) while looking at the ads. The results indicate that smelling a scent that shares learned semantic associations with an object in the advertisement diverts consumers' eye gazes to the semantically related object in the ad, with positive downstream effects on advertising recall and purchase intent. This is the first study we are aware of demonstrating multisensory integration of odors and pictures on consumer eye gaze patterns with clear implications for consumer choice. Copyright © 2015 John Wiley & Sons, Ltd.     

Task-irrelevant direct gaze facilitates visual search for deviant facial expression

The detection of emotional expression is important particularly when the expression is directed towards the viewer. Therefore, we conjectured that the efficiency in visual search for deviant emotional expression is modulated by gaze direction, which is one of the primary clues for encoding the focus of social attention. To examine this hypothesis, two visual search tasks were conducted. In Emotional Face Search, the participants were required to detect an emotional expression amongst distractor faces with neutral expression; in Neutral Face Search they were required to detect a neutral target among emotional distractors. The results revealed that target detection was accelerated when the target face had direct gaze compared to averted gaze for fearful, angry, and neutral targets, but no effect of distractor gaze direction was observed. An additional experiment including multiple display sizes has shown a shallower search slope in search for a target face with direct gaze than that with averted gaze, indicating that the advantage of a target face with direct gaze is attributable to efficient orientation of attention towards target faces. These results indicate that direct gaze facilitates detection of target face in visual scenery even when gaze discrimination is not the primary task at hand.     

Advertising Effectiveness and Attitude Change Vary as a Function of Working Memory Capacity

Prior research has confirmed that the amount of attention paid to an advertisement will influence its effectiveness when it comes to changing consumer attitudes. This study expands on this understanding by exploring how individual differences in the ability to control attention (i.e., working memory capacity; WMC) might further moderate the effect of attention on advertising. Participants who varied in WMC were evaluated on their attitudes towards a consumer brand before and after viewing a video advertisement. While the advertisement did make participants more positive towards the product overall, this change in attitude was directly related to participants' ability to control attention and the degree to which the ad fostered the activation of autobiographical memories. Further, these changes in attitude were unrelated to how well the ad was remembered. This suggests that individual differences in attentional control can influence how advertisements impact customer attitude and the acceptance of persuasive messaging. Copyright © 2016 John Wiley & Sons, Ltd.     

Conflicting Social Cues: Fourteen- and 24-Month-Old Infants' Reliance on Gaze and Pointing Cues in Word Learning

Language acquisition is a process embedded in social routines. Despite considerable attention in research to its social nature, little is known about developmental differences in the relative priority of certain social cues over others during early word learning. Employing an eye-tracking paradigm, we presented 14-month-old infants, 24-month-old infants, and adults with movies in which an actor repeatedly gazed at one and pointed to the other of two objects while presenting them with a novel word. The results show that the 14-month-old infants pay more attention to a model's eye gaze when learning to map a novel word to a referent, whereas 24-month-old infants and adults rely more on pointing cues. Our results provide evidence for a developmental change in the relative priority of pointing versus eye-gazing cues in language acquisition.     

Observation of another's action but not eye gaze triggers allocentric visual perspective

In the present paper, we investigated whether observation of bodily cues—that is, hand action and eye gaze—can modulate the onlooker's visual perspective taking. Participants were presented with scenes of an actor gazing at an object (or straight ahead) and grasping an object (or not) in a 2?×?2 factorial design and a control condition with no actor in the scene. In Experiment 1, two groups of subjects were explicitly required to judge the left/right location of the target from their own (egocentric group) or the actor's (allocentric group) point of view, whereas in Experiment 2 participants did not receive any instruction on the point of view to assume. In both experiments, allocentric coding (i.e., the actor's point of view) was triggered when the actor grasped the target, but not when he gazed towards it, or when he adopted a neutral posture. In Experiment 3, we demonstrate that the actor's gaze but not action affected participants' attention orienting. The different effects of others' grasping and eye gaze on observers' behaviour demonstrated that specific bodily cues convey distinctive information about other people's intentions.     

Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content

The effectiveness of advertisements has been an issue of great concern to marketers, especially with the rapid increase in the number of marketing communications that the average consumer receives every day. Prior research has examined the impact of verbal interference on consumers’ memory for different elements of the advertisement—that is, interference caused by similar verbal elements in advertisements for brands in the same product category. This study examined the impact of similar contextual or background stimuli on consumers’ memory for different elements of the advertisement. Consumers were exposed to print advertisements for products in different product categories. The similarity of contextual cues—that is, background scenes—was manipulated (similar vs. dissimilar). Using a 2 (contextual cues interference: low and high) x 2 (processing goal: ad and brand) x 3 (cues: brand name, ad photo, product class) between‐subjects design, it was found that exposure to ads with similar contextual elements reduced individuals’ ability to recall not only contextual or background elements but also brand name from a target advertisement.     

Attunement and Affordance Learning in Infants

ABSTRACT

From a perceptual learning perspective, infants use social information (like gaze direction) in a similar way as other information in our physical environment (like object movements) to specify action possibilities. In the current study, we assumed that infants are able to learn an affordance upon observing an adult failing to act out that affordance, without appreciating object-directed intentions, or, communicative intent towards the infant. Using a variation of the Re-enactment procedure, we found that when the attention of infants (N = 46, M_age = 20 months) was drawn towards the eyes of the person before she acted out the failed attempt, either by ostensive cues or non-ostensive cues, infants achieved more affordances than when their attention was not directed towards the eyes. As directing the attention of infants to the eyes of another person frequently results in gaze following, this suggests that infants use the gaze direction of another person in order to learn what affordance that other person is trying to realize. In addition, the results of a spatiotemporal analysis on the eye-movements of infants suggest that the gaze and the object movements of the person facilitate learning by directing the attention of infants towards important object-directed actions on crucial moments during the failed attempt demonstrations. These results are discussed in terms of perceptual attunement and affordance learning.     

The interactive effects of job advertisement characteristics and applicant experience on reactions to recruitment messages

Job seekers often use job advertisements presented during the early stages of recruitment to gather important information about potential employers. Content of these advertisements as well as associated peripheral cues have the potential to influence job seekers' organizational attitudes. Using the elaboration likelihood model as a theoretical framework, the authors proposed that job seekers' previous work and job search experience moderate the extent to which these job advertisement characteristics influence attitudes towards organizations. Results suggest that the content of job advertisements influence the organizational attitudes of experienced job seekers more than their inexperienced counterparts. Additionally, the presence of peripheral cues (i.e. physical attractiveness of those persons shown in recruitment material) appears to have a greater effect on the organizational attractiveness perceptions of job seekers having less work and job search experience versus those having more experience. Implications of the findings regarding organizational recruitment practices are discussed.     

Demystifying infant vocal imitation: The roles of mouth looking and speaker’s gaze

Vocal imitation plays a fundamental role in human language acquisition from infancy. Little is known, however, about how infants imitate other's sounds. We focused on three factors: (a) whether infants receive information from upright faces, (b) the infant's observation of the speaker's mouth and (c) the speaker directing their gaze towards the infant. We recorded the eye movements of 6‐month‐olds who participated in experiments watching videos of a speaker producing vowel sounds. We found that an infants’ tendency to vocally imitate such videos increased as a function of (a) seeing upright rather than inverted faces, (b) their increased looking towards the speaker's mouth and (c) whether the speaker directed their gaze towards, rather than away from infants. These latter findings are consistent with theories of motor resonance and natural pedagogy respectively. New light has been shed on the cues and underlying mechanisms linking infant speech perception and production.     

Gaze and arrow distractors influence saccade trajectories similarly

Perceiving someone's averted eye-gaze is thought to result in an automatic shift of attention and in the preparation of an oculomotor response in the direction of perceived gaze. Although gaze cues have been regarded as being special in this respect, recent studies have found evidence for automatic attention shifts with nonsocial stimuli, such as arrow cues. Here, we directly compared the effects of social and nonsocial cues on eye movement preparation by examining the modulation of saccade trajectories made in the presence of eye-gaze, arrows, or peripheral distractors. At a short stimulus onset asynchrony (SOA) between the distractor and the target, saccades deviated towards the direction of centrally presented arrow distractors, but away from the peripheral distractors. No significant trajectory deviations were found for gaze distractors. At the longer SOA, saccades deviated away from the direction of the distractor for all three distractor types, but deviations were smaller for the centrally presented gaze and arrow distractors. These effects were independent of whether line-drawings or photos of faces were used and could not be explained by differences in the spatial properties of the peripheral distractor. The results suggest that all three types of distractors (gaze, arrow, peripheral) can induce the automatic programming of an eye movement. Moreover, the findings suggest that gaze and arrow distractors affect oculomotor preparation similarly, whereas peripheral distractors, which are classically regarded as eliciting an automatic shift of attention and an oculomotor response, induce a stronger and faster acting influence on response preparation and the corresponding inhibition of that response.     

Eye gaze versus arrows as spatial cues: two qualitatively different modes of attentional selection

This study aimed to evaluate the type of attentional selection (location- and/or object-based) triggered by two different types of central noninformative cues: eye gaze and arrows. Two rectangular objects were presented in the visual field, and subjects' attention was directed to the end of a rectangle via the observation of noninformative directional arrows or eye gaze. Similar experiments with peripheral cues have shown an object-based effect: faster target identification when the target is presented on the cued object as compared to the uncued object, even when the distance between target and cue was the same. The three reported experiments aimed to compare the location- and object-based attentional orienting observed with arrows and eye gaze, in order to dissociate the orienting mechanisms underlying the two types of orienting cues. Results showed similar cueing effects on the cued versus oppositely cued locations for the two cue types, replicating several studies with nonpredictive gaze and arrow cues. However, a pure object-based effect occurred only when an arrow cue was presented, whereas a pure location-based effect was only found for eye-gaze cues. It is suggested that attention is nonspecifically directed to nearby objects when a noninformative arrow is used as cue, whereas it is selectively directed to a specific cued location when noninformative eye gaze is used. This may be mediated by theory of mind mechanisms.     

Object-based attentional effects in response to eye-gaze and arrow cues

Recent studies have demonstrated that central cues, such as eyes and arrows, reflexively trigger attentional shifts. However, it is not clear whether the attention induced by these two cues can be attached to objects within the visual scene. In the current study, subjects' attention was directed to one of two objects (square outlines) via the observation of uninformative directional arrows or eye gaze. Then, the objects rotated 90° clockwise or counter-clockwise to a new location and the target stimulus was presented within one of these two objects. Results showed that independent of the cue type participants responded faster to targets in the cued object than to those in the uncued object. This suggests that in dynamic displays, both gaze and arrow cues are able to trigger reflexive shifts of attention to objects moving within the visual scene.     

Automatic Mechanisms for Social Attention Are Culturally Penetrable

Are mechanisms for social attention influenced by culture? Evidence that social attention is triggered automatically by bottom‐up gaze cues and is uninfluenced by top‐down verbal instructions may suggest it operates in the same way everywhere. Yet considerations from evolutionary and cultural psychology suggest that specific aspects of one's cultural background may have consequence for the way mechanisms for social attention develop and operate. In more interdependent cultures, the scope of social attention may be broader, focusing on more individuals and relations between those individuals. We administered a multi‐gaze cueing task requiring participants to fixate a foreground face flanked by background faces and measured shifts in attention using eye tracking. For European Americans, gaze cueing did not depend on the direction of background gaze cues, suggesting foreground gaze alone drives automatic attention shifting; for East Asians, cueing patterns differed depending on whether the foreground cue matched or mismatched background cues, suggesting foreground and background gaze information were integrated. These results demonstrate that cultural background influences the social attention system by shifting it into a narrow or broad mode of operation and, importantly, provides evidence challenging the assumption that mechanisms underlying automatic social attention are necessarily rigid and impenetrable to culture.     

Relations between 18-month-olds’ gaze pattern and target action performance: A deferred imitation study with eye tracking

Deferred imitation studies are used to assess infants’ declarative memory performance. These studies have found that deferred imitation performance improves with age, which is usually attributed to advancing memory capabilities. Imitation studies, however, are also used to assess infants’ action understanding. In this second research program it has been observed that infants around the age of one year imitate selectively, i.e., they imitate certain kinds of target actions and omit others. In contrast to this, two-year-olds usually imitate the model's exact actions. 18-month-olds imitate more exactly than one-year-olds, but more selectively than two-year-olds, a fact which makes this age group especially interesting, since the processes underlying selective vs. exact imitation are largely debated. The question, for example, if selective attention to certain kinds of target actions accounts for preferential imitation of these actions in young infants is still open. Additionally, relations between memory capabilities and selective imitation processes, as well as their role in shaping 18-month-olds’ neither completely selective, nor completely exact imitation have not been thoroughly investigated yet. The present study, therefore, assessed 18-month-olds’ gaze toward two types of actions (functional vs. arbitrary target actions) and the model's face during target action demonstration, as well as infants’ deferred imitation performance. Although infants’ fixation times to functional target actions were not longer than to arbitrary target actions, they imitated the functional target actions more frequently than the arbitrary ones. This suggests that selective imitation does not rely on selective gaze toward functional target actions during the demonstration phase. In addition, a post hoc analysis of interindividual differences suggested that infants’ attention to the model's social-communicative cues might play an important role in exact imitation, meaning the imitation of both functional and arbitrary target actions.     

Processing of invisible social cues

Successful interactions between people are dependent on rapid recognition of social cues. We investigated whether head direction – a powerful social signal – is processed in the absence of conscious awareness. We used continuous flash interocular suppression to render stimuli invisible and compared the reaction time for face detection when faces were turned towards the viewer and turned slightly away. We found that faces turned towards the viewer break through suppression faster than faces that are turned away, regardless of eye direction. Our results suggest that detection of a face with attention directed at the viewer occurs even in the absence of awareness of that face. While previous work has demonstrated that stimuli that signal threat are processed without awareness, our data suggest that the social relevance of a face, defined more broadly, is evaluated in the absence of awareness.     

Creating Nostalgic Advertising Based on the Reminiscence Bump: Diachronic Relevance and Purchase Intent

Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. The current study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine diachronic relevance and its influence on purchase intent using a 3 (time frame: bump advertisements, non‐bump past advertisements, present‐focused advertisements) × 2 (age group: Generation X, late‐stage baby boomers) between‐subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15–24 years) have more diachronic relevance than advertisements from either a non‐bump past year or present‐focused advertisements. In addition, advertisements focused on bump years elicit greater intent to purchase the advertised product than non‐bump past and present‐focused advertisements. Analyses show that intent to purchase the product is fully mediated by diachronic relevance of the bump‐year advertisement. These effects hold across both age groups.Copyright © 2016 John Wiley & Sons, Ltd.     

All eyes on me?! Social anxiety and self-directed perception of eye gaze

To date, only little is known about the self-directed perception and processing of subtle gaze cues in social anxiety that might however contribute to excessive feelings of being looked at by others. Using a web-based approach, participants (n=174) were asked whether or not briefly (300 ms) presented facial expressions modulated in gaze direction (0°, 2°, 4°, 6°, 8°) and valence (angry, fearful, happy, neutral) were directed at them. The results demonstrate a positive, linear relationship between self-reported social anxiety and stronger self-directed perception of others' gaze directions, particularly for negative (angry, fearful) and neutral expressions. Furthermore, faster responding was found for gaze more clearly directed at socially anxious individuals (0°, 2°, and 4°) suggesting a tendency to avoid direct gaze. In sum, the results illustrate an altered self-directed perception of subtle gaze cues. The possibly amplifying effects of social stress on biased self-directed perception of eye gaze are discussed.     

Television alcohol advertising: Do children really mean what they say?

Few studies have investigated children's responses to television alcohol advertising. Two separate studies evaluated the appeal of alcohol advertisements on children aged 7–10. An exploratory interview study (N=17) was carried out to assess children's verbal responses to both alcohol and non‐alcohol advertisements and to elicit vocabulary to be used in the second study. Whilst the 7–8 years old children were very positive about the alcohol advertisements, older children did not like them, nor did they perceive them to be effective. The second study was designed to assess children's implicit knowledge, in view of developmental theory that knowledge is not always available for verbal report. This study (N=179) used a simple categorization programme on computer. Using this methodology, children of all ages liked the alcohol advertisements and perceived them as effective. Advertising styles affected popularity with humour, cartoon format or the inclusion of an animal, or character increasing the appeal of an advertisement. The discussion draws attention to the importance of multiple methodologies in eliciting valid and accurate information from children, and to policy matters with regard to alcohol advertising regulation.     

Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines

This paper analyzes the sexual rhetorics of Cosmopolitan and Playboy magazines to consider how sexuality is constructed in similar ways by sources directed to men and women. We use Goffman's classifications of gender in advertisements to compare how each magazine uses its pictures to provide cues to readers about sexuality and sexual relationships and to trace changes within each magazine over time. We conclude that both magazines converge on a single construction of sexuality for women. Playboy addresses men and Cosmopolitan addresses women, yet the visual rhetorics of both magazines reflect the male gaze and promote the idea that women should primarily concern themselves with attracting and sexually satisfying men.