Advertising
Tactic
Use Direct Eye Gazes for Virtuous Products
Humans perform “good” behaviors when other people are watching.
Overview
In one study, people donated more money when they were standing near an image of eyes (vs. flowers; Bateson, Nettle, & Roberts, 2006).
Do you promote virtuous products, like charities? Then orient gazes toward the viewers.
In a commercial for LoveShriners, a young boy breaks the 4th wall by waving to viewers and addressing them directly: “Oh...hi people.”
That’s clever. Viewers feel like this young boy is watching them, and they feel pressured to behave accordingly (e.g., donate).
- Bateson, M., Nettle, D., & Roberts, G. (2006). Cues of being watched enhance cooperation in a real-world setting. Biology letters, 2(3), 412-414.