Article1994

Congruence between spokesperson and product type: A matchup hypothesis perspective

752 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract This study tested the matchup hypothesis regarding choice of celebrity spokesperson by examining the fit or congruence between image type and the product advertised from an Identification and Internalization viewpoint (Kelman, 1961). Spokesperson type (celebrity versus noncelebrity) was varied, aong with congruence between spokesperson image and product (higher versus lower congruence) in a 2x2 factorial design. Results showed that increased congruence for the spokesperson/product combination resulted in the perception of higher believability and attractiveness of the spokesperson and a more favorable product attitude. The implications of these and other findings for advertising and marketing strategy are discussed. © 1994 John Wiley & Sons, Inc.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2025Advances in Consumer Research 1969The Handbook of Social Psychology 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1981Consumer behavior and marketing action 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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