Merchandising/Marketing/Retailing: Branding

An Eye-Tracking Study: Do Gender and Ethnicity of Consumers Affect Their Visual Attention to Fashion Models in Advertisements?

Authors
  • Yuli Liang (Texas State University)
  • Seung-Hee Lee (Southern Illinois University)

Abstract

Participants of different ethnicities exhibited various viewing patterns, and they were more likely to focus on models who represented their skin tone or ethnicities. Theoretical and managerial implications were provided for future studies.

Keywords: Eye-tracking, fashion advertisement, visual attention, gender, ethnicity

How to Cite:

Liang, Y. & Lee, S., (2024) β€œAn Eye-Tracking Study: Do Gender and Ethnicity of Consumers Affect Their Visual Attention to Fashion Models in Advertisements?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17518

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Published on
27 Jan 2024
Peer Reviewed