Article1994

The matchup effect of spokesperson and product congruency: A schema theory interpretation

390 citations0/0 files storedPsychology and Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Media, Gender, and Advertising

Abstract

Abstract This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 390 citations exist upstream.

References

1986Communication and Persuasion 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2017Communication And Persuasion 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase

Cited by

1998Matching products with endorsers: attractiveness versus expertise 2019When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive 2001Is Beauty Best? Highly versus Normally Attractive Models in Advertising 2019Antecedents and outcomes of digital influencer endorsement: An exploratory study 2006

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.