The Role of Incongruency and Involvement in Destination Print Advertising

Through advertising, marketers place their ads in an environment overpopulated with information, competing with hundreds of other advertisers for the same consumer attention. One approach used in the creative development of ads is the inclusion of information that is incongruent with consumers' expectations. The goal of this study was to investigate the role of information incongruency and message involvement through the pictorial element of tourism print ads. The attitudinal evaluations of ad viewers were measured for various combinations of incongruency and message involvement, for a better understanding of how to design effective destination print ads. Linear mixed modeling was used to explore the relationships among various constructs like incongruency, involvement, attention, cognitive, and affective attitude. The findings of this study potentially suggest ways to advertise destination attractions in print ads.