Seductive eyes: Attractiveness and direct gaze increase desire for associated objects

Recent research in neuroscience shows that observing attractive faces with direct gaze is more rewarding than observing attractive faces with averted gaze. On the basis of this research, it was hypothesized that object evaluations can be enhanced by associating them with attractive faces displaying direct gaze. In a conditioning paradigm, novel objects were associated with either attractive or unattractive female faces, either displaying direct or averted gaze. An affective priming task showed more positive automatic evaluations of objects that were paired with attractive faces with direct gaze than attractive faces with averted gaze and unattractive faces, irrespective of gaze direction. Participants’ self-reported desire for the objects matched the affective priming data. The results are discussed against the background of recent findings on affective consequences of gaze cueing.