Ji Xu

The rise of virtual models in the digital age presents a new frontier for cosmetic advertising. Nevertheless, the comparative effectiveness of “idealized” versus “naturalistic” facial features in these models remains a topic of debate and an area of development. This study examines the impact of “idealized” and “naturalistic” facial features in virtual models on consumers’ cognitive and affective responses. Using eye-tracking and a structural equation model, we analyzed visual attention patterns and the roles of affective resonance, trustworthiness, likability, and expertise perception. The results indicate that non-homogeneous or defective naturalistic features increase visual attention and purchase intention, with consumers focusing on imperfections such as freckles. In contrast, idealized facial features mainly draw attention to areas such as the eyes and nose. Mediation analysis reveals that likability and affective resonance are primary influences on purchase intention, while expertise perception and trustworthiness are secondary. This experiment suggests that consumers prioritize socio-emotional connections over professional authority when evaluating naturalistic designs. Our findings provide a framework for virtual model design, helping brands balance aesthetics with psychological optimization, and offer insights into the interplay between visual stimuli and human cognitive and emotional processes in decision-making.