Pupil Dilation in Marketing: Attraction and Engagement

Understanding Pupil Dilation

Pupil dilation is an involuntary physiological response controlled by the autonomic nervous system. It occurs in reaction to changes in light, cognitive load, or emotional stimuli. When a person sees something exciting, intriguing, or attractive, their pupils widen as part of the fight-or-flight response, governed by the sympathetic nervous system. This dilation is linked to increased dopamine levels, which enhance focus and emotional engagement.

In social interactions, dilated pupils are often associated with heightened interest and arousal. Historically, humans have subconsciously perceived larger pupils as a sign of attraction, trustworthiness, or emotional intensity. While marketers do not directly manipulate pupil dilation, they create emotionally compelling content designed to elicit strong reactions, which in turn trigger this natural response.

Emotional Advertising and the “Sexy Gardener” Effect

A well-known example of emotionally charged advertising is the Diet Coke “Sexy Gardener” ad (2013). The commercial features a group of women orchestrating an opportunity to admire a shirtless gardener, playing on themes of desire and anticipation. Through slow-motion sequences, direct eye contact, and strategic lighting, the ad creates an atmosphere of attraction and excitement.

Although the ad does not explicitly target pupil dilation, it provokes an emotional reaction that naturally results in this physiological effect. This unconscious response strengthens the viewer’s engagement and emotional connection to the brand.

The ad also illustrates a concept sometimes referred to as “ejaculatory advertising,”. A technique where tension builds up and culminates in a visually striking release. In this case, the Diet Coke can sprays liquid at the climax of the scene, reinforcing the idea of satisfaction and refreshment. This technique enhances memorability and strengthens the association between the emotional peak and brand recall.

The Role of Neuromarketing in Emotional Triggers

Rather than focusing on pupil dilation itself, neuromarketing aims to create emotional stimuli that capture attention and sustain engagement. Effective emotional triggers include:

1. Attention and focus: Emotionally compelling visuals naturally draw and retain viewers’ attention.
2. Emotional contagion: People mirror emotions, meaning brands that evoke excitement, desire, or trust can establish a stronger emotional connection.
3. Memory encoding: Emotional arousal enhances memory formation, making emotionally charged advertisements more memorable.
4. Unconscious persuasion: Unlike direct advertising messages, which may trigger skepticism, emotionally driven ads influence behavior below the level of conscious awareness.

Beyond Advertising: Emotional Engagement in Retail and UX Design

Emotional triggers extend beyond traditional advertising and into other aspects of consumer experience, including:

• Luxury retail: High-end brands design store environments that evoke feelings of exclusivity and desire, leading to stronger customer engagement.
• Eye-tracking in digital marketing: Studies show that users engage more with emotionally expressive faces, making this a strategic element in product imagery and web design.
• Customer experience optimization: Some brands analyze emotional reactions in focus groups to refine product packaging, store layouts, and ad effectiveness.

Key Insights for Marketers

1. Leverage close-up eye contact: Ads that feature direct eye contact can enhance emotional engagement.
2. Use lighting strategically: Soft lighting and contrast can heighten emotional appeal and visual impact.
3. Create emotionally charged narratives: Ads that elicit strong emotions such as excitement, desire, or trust lead to better consumer recall and affinity.
4. Utilize eye-tracking research: Analyzing user gaze patterns in digital marketing can optimize content placement for higher engagement.

Conclusion

Pupil dilation is not a tool deliberately used by marketers, but rather a natural consequence of strong emotional engagement. Neuromarketing continues to reveal how subtle physiological responses influence consumer behavior, providing brands with deeper insights into enhancing engagement and persuasion.

Sources

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• Hess, E. H., & Polt, J. M. (1960). Pupil size as related to interest value of visual stimuli. Science, 132(3423), 349–350.
• Pease, A., & Pease, B. (2006). The definitive book of body language: The hidden meaning behind people’s gestures and expressions. Bantam Books.
• Poels, K., & Dewitte, S. (2006). How to capture the heart? Reviewing 20 years of emotion measurement in advertising. Journal of Advertising Research, 46(1), 18–37.
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