Online advertising and congruency effects: It depends on how you look at it

Abstract

Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intentions towards the embedded web ad. The first study establishes the traditional priming effect in sequential web page - web ad exposure. Study two manipulates viewers' opportunity to divide their attention when simultaneously exposed to a web page and a web ad, and study three measures divided attention by means of gaze jumps in a simultaneous exposure situation. In the case of simultaneous exposure to a web page and a web ad, a congruency effect occurs when there is little opportunity to divide the attention between the web page and the ad, and when there are few gaze jumps between the web page and the web ad. In these cases, web ads that are thematically congruent with the web page result inmore positive responses. This effect reverse when there is more opportunity to divide the attention between the web page and the web ad, and when the number of gaze jumps is high: web ads incongruent with the web page lead to more positive responses. Undivided attention benefits web ads that are congruent with the web page in which they are embedded, but divided attention benefits those that are incongruent with the web page.