This study shows a model, herein called Consensus Model, which confirms the click-through thoughts of Web surfers toward internet advertisement. To construct the model, the study employed Zaltman Metaphor Elicitation Technique (ZMET), a map which consists of seven originator constructs, twenty-two connector constructs and five destination constructs. It tested the map using confirmation analysis, factor analysis, and Structural Equation Model (SEM) and elicited, in a path diagram, twenty five constructs, which reveals the surfers' thoughts while clicking through internet advertisements. The Consensus Model, thus verified, offers innovative research results, which are highly relevant to advertisers who seek to effectively understand the surfers' hidden thoughts.
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