Men and Women Really Do See Things Differently

1. H&M showing a beautiful woman in a bikini;
2. Reebok featuring a woman wearing nothing except shoes; and
3. Saab with a picture of one of its car, along with product information and logo.

Consistent with previous studies, no gender-specific differences were revealed regarding eye gaze patterns. Men and women demonstrated an almost identical behavior regarding which parts of the ad that they looked at. On the other hand, the fixation order — the order in which respondents glance at different features of an ad — disclosed a surprising difference between the sexes. While men first looked at the face of the woman in the ad, women looked first at the torso of the almost-naked woman. Apparently, women gaze at other womens' bodies more eagerly than men.