Podcast Summary: Brain Driven Brands

Episode: Stop Staring at Me: The Weird Psychology of Eye Contact in Ads 👀
Host: Sarah Levinger
Date: October 23, 2025

Overview

In this episode, Sarah Levinger dives into the nuanced role of eye contact in advertising and how 9-figure brands leverage these psychology insights to supercharge engagement and sales. Drawing from real-world examples (like True Classic, Spotify, and Plants vs. Zombies), she and guest Nate Lagos unpack whether models should stare into the camera or look away—and why the answer depends on the product type. The conversation offers marketers practical neuromarketing tactics to use right now, especially for e-commerce brands deciding how to make their ads more effective.

Key Discussion Points & Insights

The Debate: Functional Medicine & Split Personalities

• The episode starts with a humorous aside about Sarah's (A) recent $800 visit to a functional medicine doctor, leading to a candid chat about cognitive dissonance between health habits and indulgences.
  • Notable moment: The playful self-examination sets a casual, candid tone for the deep-dive ahead.

Main Topic Introduction: Does Eye Contact in Ads Matter?

• The heart of the episode explores research showing that ads are "up to 30% more effective at driving sales when your model was doing something." (B, 02:11).
• Key Insight: Effectiveness hinges on what the model is doing with their eyes.

Hedonic vs. Utilitarian: The Eye Contact Rule

• Definitions:

  • Hedonic products (pleasure-focused, e.g., fashion):
    • Models should look away from the camera.
    • “If it’s hedonic, they need to look away from the product.” (B, 02:52)
  • Utilitarian products (practical, solve problems, e.g., supplements):
    • Models should make direct eye contact with the camera.
    • “Eye contact with the camera, not the product.” (B, 03:07)

• Why?

  • Direct eye contact in practical product ads signals trust and transparency.
  • Looking away (with hedonic products) aligns with aspirational, "cool" social signaling.

• Real-World Examples:

  • Ads where "guys were looking at their watch" performed differently based on this psychological trigger. (A, 04:23)

Applying the Tactic: Evaluating a New Brand

• The hosts walk through deciding if a new supplement brand is hedonic or utilitarian.
  • “I personally would put you almost in a blended [category]…But a lot of people get supplements just because it makes them feel better.” (B, 04:51)
  • Conclusion: Lean utilitarian—so make eye contact in ads.

Concerns & Anecdotes

• Nate (A) raises a key point about trust:

  • “If I saw an ad with someone just staring at me for supplements, I think it would come across as really abrupt. But…finding real humans who are willing to put their face on camera and look at you is more…let’s build trust.” (A, 05:32)
  • The challenge is humanizing the ad—use real people, natural contexts.

• Sarah (B) reflects on the shift in fashion ads:

  • “Anytime they have a model…they’re always looking off somewhere or down at the floor…So cool.” (B, 06:14)
  • They joke about how not making eye contact became a marker of “coolness” on Instagram/selfies.
    • “Now when you want to take a sick Instagram, you are not looking at the camera.” (A, 06:53)

Actionable Takeaway: Test and Measure

• Run controlled tests:

  • For utilitarian products: models make eye contact with camera.
  • For hedonic: models look away.
  • “30% more effective at driving sale.” (B, 07:25)

• “Two tests to run this week—will do.” (A, 07:31)

Motivational Closing

• Light-hearted encouragement about returning to routine, growing new ventures, and (jokingly) tattooing “Run ads, make money.” (A, 07:49)

Notable Quotes & Memorable Moments

• 02:26 (B): “Ads were up to 30% more effective at driving sales when your model was doing something.”
• 03:07 (B): “Eye contact with the camera, not the product.”
• 05:32 (A): “Finding real humans who are willing to put their face on camera and look at you is more of like a let's build trust thing.”
• 06:53 (A): “Now when you want to take a sick Instagram, you are not looking at the camera.”
• 07:25 (B): “30% more effective at driving sale.”
• 07:49 (A): “[Let’s] get that tattooed. Run ads, make money.”

Timestamps for Key Segments

• 00:12–01:29: Icebreaker, health/identity banter
• 02:03–03:10: Core research revealed—effect of model’s gaze in ads
• 04:27–05:22: Real-world ad examples, application to a supplement brand
• 05:32–06:53: Nuances of eye contact, trust in marketing, fashion ad trends
• 07:21–07:52: Testing strategies and motivational wrap-up

Summary Table: Model Eye Contact Strategy

| Product Type | Model Should... | Effect | |-------------------|-------------------------|-------------------------| | Utilitarian | Look at the camera | Builds trust, +sales | | Hedonic | Look away/off-camera | Signals “cool,” aspirational |

Overall Takeaway:
Eye contact isn’t just an aesthetic choice—it’s a neuromarketing lever that can dramatically shift campaign results. Identify your product type, align your models’ gazes, and run direct A/B tests. For DTC brands, especially in crowded markets, mastering this subtle psychological technique could mean the difference between standing out and blending in.