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Information Incongruity Between the Website and Ads within It

Title: Information Incongruity Between the Website and Ads within It: How Will Online Users Respond to It?.
Name(s): Chang, Ts-Shan, author
Pashupati, Kartik, professor co-directing thesis
Arpan, Laura M., professor co-directing thesis
Raney, Arthur A., committee member
Pompper, Donnalyn, committee member
School of Communication, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2004
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: This study applied Hastie's associative storage and retrieval model to web advertising to see if banner ads that were incongruent with the content of a website would elicit better recall and more positive attitudes among consumers. The study also tried to extend the research of Heckler and Childers (1992) by applying the two components of incongruity, namely expectancy and relevancy, to an online context. One hundred and seven male and female undergraduates were exposed to a website with on e of four different web banner ads (expected-relevant, expected-irrelevant, unexpected-relevant & unexpected-irrelevant) on it. The results do not support Hastie's model. No statistically significant differences in recall and attitudes were found between relevant/irrelevant ads and expected/unexpected ads. Researchers should do more studies on how incongruity influences consumers' attitude and behavior toward web advertisements.
Identifier: FSU_migr_etd-3902 (IID)
Submitted Note: A Thesis submitted to the Department of Communication in partial fulfillment of the requirements for the degree of Master of Arts.
Degree Awarded: Summer Semester, 2004.
Date of Defense: May 19, 2004.
Keywords: Expectancy, Information Incongruity, Relevancy
Bibliography Note: Includes bibliographical references.
Advisory Committee: Kartik Pashupati, Professor Co-Directing Thesis; Laura M. Arpan, Professor Co-Directing Thesis; Arthur A. Raney, Committee Member; Donnalyn Pompper, Committee Member.
Subject(s): Communication
Persistent Link to This Record:
Owner Institution: FSU

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Chang, T. -S. (2004). Information Incongruity Between the Website and Ads within It: How Will Online Users Respond to It? Retrieved from