Online Advertising: the Effect of Website Type on Attitude Towards the Ad

Sumitra Auschaitrakul, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
We show that consumers reported lower (higher) advertising attitude when seeing ads displayed on social website, compared to commercial website. The mechanism underlying for this negative reaction is perceived incongruence. This research makes a contribution by investigating the effect of website type on attitude towards the ad.
[ to cite ]:
Sumitra Auschaitrakul and Ashesh Mukherjee (2014) ,"Online Advertising: the Effect of Website Type on Attitude Towards the Ad", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 770-770.