Pupil Dilation in Marketing: Attraction and Engagement

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.