Subtle persuasion: the unobtrusive effect of website-banner congruence on trust

ABSTRACT

This paper focuses on congruence among associations with banner advertisements and their host websites. Based on processing fluency theory we argued that congruence, as opposed to incongruence, increases processing fluency, which subsequently influences trust in the organization behind the banner. To test this prediction, an experimental study was conducted in which participants were asked to evaluate a mobile website, in which the product class of a banner advertisement and its host website were manipulated to be either congruent or incongruent. In conformance with expectations, congruence proved to affect trust behind the banner, and this effect was mediated by the ease with which they were able to reconcile banner and website (i.e., processing fluency). Alternative ways in which congruence may affect trust are discussed.

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INDEX TERMS

Primary Classification:
  J. Computer Applications
  J.4 SOCIAL AND BEHAVIORAL SCIENCES

General Terms:
Experimentation, Theory

Keywords:
congruence, congruity, initial trust, online trust, trustworthiness