Neuromarketing: the influence of human faces on attention and perceived trustworthiness based on posts in virtual environments

• Autor(a) principal: Camargo, Shirlei Miranda
• Data de Publicação: 2024
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/23556
• topic: neuromarketing; faces; atenção; confiança

Objective: To find out what attracts more attention and creates more trust in consumers in virtual environments - posts with faces or with objects that simulate a face (pareidolia) compared to posts with ordinary objects. Method: Quantitative research carried out through an experiment with 90 students from universities in southern Brazil. Originality/Relevance: There is an overexposure to information that makes it difficult to attract consumers’ attention.  However, according to Guido et al. (2019), the human face is an eye-catching element, so one solution would be to use it (or objects that resemble it - pareidolia). However, there are few studies on this. Thus, it contributes by providing insights into the use of faces/ pareidolia in online ads. Results: When comparing posts with objects that resemble a face, with real faces, and with ordinary objects, it was found that those with objects that resemble a face (pareidolia) attract more attention than the others in online ads. Theoretical/methodological contributions: The topic of "face" has been little studied (Ma et al., 2021, Chen et al., 2023). Therefore, the theoretical contribution of this study is to provide evidence that images containing objects that resemble a face (pareidolia) can be considered superior in this task. Social contributions / for management: With these results, managers can rethink their strategies to stand out during information overload. For example, using objects that resemble a human face in posts to draw consumers’ attention.