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