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Could Face Presence In Print Ads Influence Memorization?

Author

Listed:
  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Adil Safaa

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster compared to other classes of visual stimuli (objects). This article investigates if and how face presence in print ads affects the memorization of ads content. A folder test procedure was used where ads, with or without faces, were inserted. Findings suggest that face presence in ads image positively influences ads memorization. Implications for advertising conception and promotion campaigns are discussed.

Suggested Citation

  • Olivier Droulers & Adil Safaa, 2015. "Could Face Presence In Print Ads Influence Memorization?," Post-Print halshs-01242593, HAL.
    • Handle: RePEc:hal:journl:halshs-01242593
    DOI: 10.19030/jabr.v31i4.9326
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    Cited by:

    1. Nanne, Annemarie J. & Antheunis, Marjolijn L. & van der Lee, Chris G. & Postma, Eric O. & Wubben, Sander & van Noort, Guda, 2020. "The Use of Computer Vision to Analyze Brand-Related User Generated Image Content," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 156-167.

    More about this item

    Keywords

    Folder Test; face; memorization; ads;
    All these keywords.

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