Abstract
The gaze direction of other has an influence to preference formation. In this research, we investigated whether numbers of others who looked at the target raise the preference for it. In the experiment, pictures of four person's faces and one target stimulus were presented in a display, and then some of four person's gazes were directed to the target (four of two or one). As the results, there was a significant effect of numbers of others and preference for the targets which were gazed by four people became higher than gazed by two and one. Moreover, the effect was disappeared when we presented the same four face pictures of one person in place of four different person's faces. From these results, this increase of preference occurred not by the amount of attention to the target but by the numbers of others who showed evaluation of the target by gaze direction.
