Type of Document	Thesis
Author	Chang, Ts-Shan
Author's Email Address	Sylvia3345@hotmail.com
URN	etd-06102004-211350
Title	Information Incongruity Between The Website And Ads Within It: How Will Online Users Respond To It?
Degree	Master of Arts
Department	Communication, Department of
Advisory Committee	Advisor Name Title Kartik Pashupati Committee Chair Laura M. Arpan Committee Co-Chair Arthur A. Raney Committee Member Donnalyn Pompper Committee Member
Keywords	Expectancy Information Incongruity Relevancy
Date of Defense	2004-05-19
Availability	unrestricted
Abstract 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.
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