Online advertising and congruency effects: it depends on how you look at it
Wim Janssens
Hasselt University and University of Antwerp
Patrick De Pelsmacker
University of Antwerp and Ghent University
Maggie Geuens
Ghent University and Vlerick Leuven Gent Management School
Advertisements usually do not appear in isolation but instead are embedded in a specific medium, surrounded by other information, such as editorials, programmes, articles, other ads and so on (Soldow & Principe 1981; Chook 1985). Substantive evidence shows that the medium influences people’s responses to embedded ads (Perry et al. 1997; De Pelsmacker et al. 2002; van Reijmersdal...