If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.

Question

Quizplus · Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorsement is positively related to the degree of congruence between the endorser (in this case, John Holmes) and the product being endorsed (electric power tools). Since Holmes is known for his expertise in home renovation and construction, his endorsement of power tools would likely be seen as credible and appropriate.

If John Holmes from the TV Show Holmes on Homes