When observing gaze shifts of others enhances object desirability

The present research explored when observing gaze shifts of another person, involving both the observer and a specific object, enhances desirability of the gazed-at object. Specifically, we offer an initial attempt to test the idea that a three-step sequence consisting of direct gaze at the observer, followed by object-directed gaze and then by direct gaze at the observer, cues the desirability of an object to the observer and hence increases the perceived desirability of the gazed-at object. We examined this hypothesis in three experiments by manipulating eye-gaze shifts and including a no-gaze control condition. In line with our prediction, results showed that the dynamic sequence of gaze shifts indeed increases perceived object desirability. These findings provide new evidence that a sequence of gaze behavior involving the observer and an object plays an important role in influencing affective evaluation of objects.