Gaze cueing
People automatically look where others are looking.
Where it applies
Two of the eight page areas.
How to use it
Three ways to put it to work.
- Where a model appears, test a version in which they look at the product or key message, not the camera.
- Keep direct eye contact for informational or trust-led messages.
- Treat it as a test idea, since effects on purchase are unproven.
What the research found
Gaze reliably shifts attention. No study shows a sales lift.
A model looking at the product increased time spent on the brand and the rest of the advert.
A meta-analysis of 423 effects confirms gaze reliably shifts attention. In adverts, a model looking at the product increased time spent on the brand and the rest of the advert. To and Patrick found averted gaze suited emotional adverts and direct gaze informational ones. No study shows a sales lift.
Key research
Five sources, each checked.
Last reviewed
Friesen & Kingstone (1998) The eyes have it! Reflexive orienting is triggered by nonpredictive gaze Psychonomic Bulletin & Review Read the source McKay, Grainger, Coundouris, Skorich, Phillips & Henry (2021)Meta-analysis Visual attentional orienting by eye gaze: A meta-analytic review of the gaze-cueing effect Psychological Bulletin Read the source Hutton & Nolte (2011) The effect of gaze cues on attention to print advertisements Applied Cognitive Psychology Read the source To & Patrick (2021) How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness J. Consumer Research Read the source Palcu, Sudkamp & Florack (2017) Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments Frontiers in Psychology Read the source