http://tags.library.upenn.edu/scottkl/congruity PennTags Feed http://tags.library.upenn.edu/makerecord/url/40699 http://tags.library.upenn.edu/makerecord/url/40699 <div class="mlacite">Moore,RS . "Banner advertiser-web site context congruity and color effects on attention and attitudes" <span style="text-decoration: underline;">Journal of advertising</span> [0091-3367] 34.2 (2005). 71-84.</div> <div class="mlacite">&nbsp;&nbsp;&nbsp; These experiments were conducted in an online environment, considering &ldquo;the effects of the congruity between the product foci of the advertiser and the web site, as well as banner color and banner color-text contrast on measures of attention (i.e., recall and recognition) and attitudes toward the ad and the Web site.&rdquo; The first experiment found incongruity to have a &ldquo;more favorable effect on recall and recognition,&rdquo; and congruity to have a &ldquo;more favorable effect on attitudes.&rdquo; There were some inconclusive findings about color schemes as well and overall attitude toward the website was found to be &ldquo;more positive for those who did not recall or recognize the ad.&rdquo; Color was found to have a limited effect on the behaviors of the web users, and while some extreme manipulations of colors (such as red background and white letters) drew greater attention, the &ldquo;color-contrast combinations did not differentially affect Web browsers&rsquo; attention levels.&rdquo;<br />&nbsp;&nbsp;&nbsp; Some important implications to take away from these experiments have to do with the locale of banner advertisements- specific sites they are located on and pertain to. Regarding my thesis, the authors stress the idea that sometime incongruency is needed to attract consumers&rsquo; initial attention, although the incongruency operates on a fine line. The environment in which these advertisements are placed are extremely relevant to its success. Another avenue, which I had not really considered to explore before reading this study is the effect that the banner advertisement can have on the host site. Can there be a symbiotic relationship that exists between the two? And in that case, can that maybe be a revenue source that the banner advertisement company can take advantage of? In these results, there is a hint that banner advertisement color may play a role and the authors suggest that further research should take place in this area. Specifically, I think that eye tracking devices would be useful to see how different color schemes are attended to and viewed. <br /><br /><br /></div>