Endorsers’ systems and you will appeal was indeed then researched regarding endorser and product congruence and you can consumer elaboration
In terms of congruence, new “match-right up hypothesis” signifies that recommendations boost in persuasiveness if there is a robust relationship involving the unit group while the endorser’s expertise otherwise appeal (Hsu and you will McDonald 2002 ; Kamins 1990 ; Kamins and you will Gupta 1994 ; Misra and you can Beatty 1990 ; Right until and you may Busler 1998 , 2000 ; Mittelstaedt, Riesz and you can Burns off 2000 ). Which hypothesis yields to the work out-of Friedman and you will Friedman ( 1979 ), exactly who argued that one kind of endorsers was even more persuasive with respect to promoting certain types of points.Read More »Endorsers’ systems and you will appeal was indeed then researched regarding endorser and product congruence and you can consumer elaboration