University of Twente Student Theses


Online Behavioural Advertising: The Congruency Effect Between Advertisements And Information Disclosures

Zwol, E. van (2019) Online Behavioural Advertising: The Congruency Effect Between Advertisements And Information Disclosures.

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Abstract:The rising popularity of Online Behavioural Advertising (OBA) ensures that advertisers are better able to deliver personalized advertisements by monitoring individuals' online behaviour. Due to the corresponding rising privacy concerns, using information disclosures within those personalized advertisements is now more important than ever. Additionally, previous research signifies that the way advertisements are presented matters in determining the effectiveness of these advertisements. They state that modality congruency (visual vs. textual) in advertising enhances the effectiveness of these advertisements, but research within the field of OBA remains silent about this congruency effect. Therefore, the main contribution of this study is to investigate whether congruency between different forms of information disclosures (textual vs. visual) and different forms of advertisements (textual vs. visual) enhances OBA effectiveness. A 2 [Form of advertisement: textual vs. visual] x 3 [Form of disclosure: none vs. textual vs. visual] between subjects design was conducted and, associated with the use of information disclosures, the role of trust and vulnerability was investigated. 246 respondents participated in an online questionnaire. Findings do not support the prediction that congruency enhances Online Behavioural Advertising effectiveness, but demonstrate that visual advertisements can determine this effectiveness by means of perceptual fluency.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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