Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising.

According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings. [ABSTRACT FROM PUBLISHER]