Purpose - The purpose of this study is to examine the moderating role of an ad model’s gaze direction in the influence of ad message on product evaluation. Specifically, this research explored the influence of far eye gaze vs. direct eye gaze on abstract and concrete messages. Design/Methodology/Approach - This study adopted a condition of 2 (gaze direction: far vs. direct) × 2 (message type: abstract vs. concrete) between-subjects design. Findings - The findings revealed that in the far eye gaze condition, participants showed favorable attitudes toward the ad when they were given abstract messages, whereas in the direct gaze condition, participants showed favorable attitudes toward the ad when they were given concrete messages. In addition, in the far eye gaze condition, participants evaluated the product more favorably when they were exposed to abstract messages. However, in the direct gaze condition, participants evaluated the product more favorably when they were exposed to abstract messages. Research Implications - Message can be framed in an abstract or concrete way. According to prior research on message type, research findings vary. Thus, to resolve the inconsistent findings, the present research proposed ad model eye gaze direction as a moderating variable and examined the role of an ad model’s eye gaze direction in the effectiveness of ad messages.
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 가설설정
Ⅳ. 연구 방법
Ⅴ. 결과
Ⅵ. 결론
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