Purpose

The purpose of this paper aims to investigate the effect of a model's eye gaze direction on the information processing behavior of consumers varying based on their gender.

Design/methodology/approach

An eye-tracking experiment and a memory test are conducted to test the research hypotheses.

Findings

Compared to an averted gaze, a model with a direct gaze attracts more attention to the model's face among male consumers, leading to deeper processing. However, the findings show that when a model displays a direct gaze rather than an averted gaze, female consumers pay more attention to the brand name, thus leading to deeper processing.

Originality/value

This study contributes to not only the existing eye gaze direction literature by integrating the facilitative effect of direct gaze and considering the moderating role of consumer gender on consumer information processing but also the literature concerning the selectivity hypothesis by providing evidence of gender differences in information processing. Moreover, this study offers practical insights to practitioners regarding how to design appealing webpages to satisfy consumers of different genders.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2020-0025

中文翻译：

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模型注视方向对消费者信息处理的影响：性别差异的考虑

目的

本文的目的旨在研究模型的视线方向对基于性别而变化的消费者的信息处理行为的影响。

设计/方法/方法

进行了眼动实验和记忆测试，以检验研究假设。

发现

与避免凝视相比，具有直接凝视的模型在男性消费者中吸引了更多关注该模型的面孔，从而导致了更深层次的处理。但是，研究结果表明，当模型显示直接注视而不是避免注视时，女性消费者会更加关注品牌名称，从而导致更深层次的处理。

创意/价值

这项研究不仅通过整合直接注视的促进作用并考虑了消费者性别对消费者信息处理的调节作用，还为现有的眼睛凝视方向文献做出了贡献，而且通过提供信息处理中性别差异的证据，为有关选择性假设的文献做出了贡献。此外，该研究为从业人员提供了有关如何设计具有吸引力的网页以满足不同性别消费者的实用见解。

同行评审

本文的同行评审历史记录可在以下网址获得：https://publons.com/publon/10.1108/OIR-01-2020-0025