Endorsers’ assistance and you will appeal was indeed after that explored out-of endorser and you can tool congruence and you will individual elaboration
Endorsers’ assistance and you will appeal was indeed after that explored out-of endorser and you can tool congruence and you will individual elaboration
With regards to congruence, the fresh “match-right up hypothesis” suggests that endorsements upsurge in persuasiveness when there is an effective relationships involving the device class plus the endorser’s possibilities otherwise appeal (Hsu and you may McDonald 2002 ; Kamins 1990 ; Kamins and you will Gupta 1994 ; Misra and you will Beatty 1990 ; Right until and you can Busler 1998 , 2000 ; Mittelstaedt, Riesz and you can Burns off 2000 ). […]