Title: Match-Up Effects Happen for a Reason: The Impact of Activating Persuasion Knowledge on Endorser Effectiveness
Authors: Adams, Leen
Geuens, Maggie
Tessitore, Tina
Editors: Dahl, Darren
Johar, Gitta
van Osselaer, Stijn
Issue Date: 2010
Host Document: Advances in Consumer Research vol:38
Conference: The North American Conference of the Association for Consumer Research (ACR) edition:38 location:Jacksonville, Florida (USA) date:7-9 October 2010
Abstract: Research about endorsement proposes that a perceived fit (vs. a non-fit) between the image of an endorser and the endorsed product favorably affects endorser effectiveness (i.e., match-up effects). We further posit and experimentally show that match-up effects are more likely for advertising than for product placement, for two reasons. First, the degree of product-endorser fit in ads versus product placements is perceived more clearly, as ads activate more persuasion knowledge than product placements. Contrary to prior endorsement studies, depth of processing did not contribute to the observed endorser effects. Second, a perceived product-endorser fit versus non-fit is viewed as a more appropriate persuasive tactic, leading to more favorable judgments.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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