Which of the following best describes the matchup hypothesis?
A) It states that the more strongly held an attitude is, the more difficult it is to change.
B) It states that a source feature is most effective when it is matched with relevant products.
C) It illustrates how attitudes are changed based on differing levels of consumer involvement.
D) It refers to a perception of the extent to which a spokesperson is presenting a message that he or she truly believes, with no reason to present false information.
E) It states that human beings prefer consistency among their beliefs, attitudes, and behaviors.

Question

Quizplus · Accepted Answer

The matchup hypothesis states that a source feature (such as a celebrity) is most effective when it is matched with relevant products (e.g. a fitness expert promoting a fitness product). This increases the credibility of the message and enhances persuasion.

Which of the Following Best Describes the Matchup Hypothesis