This research focuses on how an individual's self-construal (interdependent and independent) together with advertising format influences the evaluation of advertisements as well as the advertised brand. In the context of comparative versus noncomparative ad formats we examine the influence of self-construal in two distinct product categories: a high cognitively involving product and a low cognitively involving product. We suggest that ads that are presented in a format (comparative versus noncomparative) that are aligned to be congruent with the individual's self construals will generate more positive attitudes when promoting low cognitively involving product. Results of an experiment designed to assess the effects of congruity of formats provide reasonable support for the hypotheses. Implications for managers and academicians are discussed.

Gaining consumers' attention and generating favorable attitudes are two key advertising objectives. Using two experiments in an on-line environment, we consider 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 color contrast on measures of attention (i.e., recall and recognition) and attitudes toward the ad and the Web site. Experiment I results indicate that incongruity has a more favorable effect on recall and recognition, whereas congruity has more favorable effects on attitudes. Experiment 2 results suggest that when ads generate sufficient attention to gain recall or recognition, moderate congruity offers the most favorable attitudes toward the ad. Managerial implications for the use of these ad execution cues are discussed and future research avenues are proposed.