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. / A Thesis submitted to the Department of Communication in partial fulfillment of the requirements for the degree of Master of Arts. / Summer Semester, 2004. / May 19, 2004. / Expectancy, Information Incongruity, Relevancy / Includes bibliographical references. / Kartik Pashupati, Professor Co-Directing Thesis; Laura M. Arpan, Professor Co-Directing Thesis; Arthur A. Raney, Committee Member; Donnalyn Pompper, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_182131 |
| Contributors | Chang, Ts-Shan (authoraut), 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) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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