Insert a Blockade Toward the Right of Ads

You can "trap" eye gaze with a blockade.

For example, which ad performed better?

Answer: Ad B (Park et al., 2018).

Why It Works

Researchers argued that people look more trustworthy if they face left, but I see a more plausible explanation.

You evaluate ads from left to right (assuming you read from left to right). Therefore:

• Ad A: Eye gaze starts at this person, moving rightward away from the product.
• Ad B: Eye gaze enters from the left, moving rightward until hitting that person. Then moving downward toward the product.

• Park, J., Spence, C., Ishii, H., & Togawa, T. (2018). Does Face Orientation Affect the Perception of a Model and the Evaluation of Advertised Product?. ACR European Advances.