Match-up hypothesis refers to the:
A) idea that the source must be appropriate for the product or service.
B) attitude formation and change process when effort is low.
C) effect that occurs because consumers' memory of the message source decays rapidly.
D) thought that discounts or attacks the message source.
E) argument that is generated when a message is different from what consumers believe.

Question

Quizplus · Accepted Answer

Match-up hypothesis states that the source of a communication must be appropriate for the product or service being advertised. The idea is that if the source is a good fit for the message, then it will increase the effectiveness of the communication.

Match-Up Hypothesis Refers to The