A match-up hypothesis refers to:
A) ad copy and target market.
B) website and retail store.
C) celebrity's image and product.
D) sender and receiver.

Question

Quizplus · Accepted Answer

The match-up hypothesis suggests that the effectiveness of an endorsement depends on a good fit or match between the celebrity's image and the product being endorsed. This means that the perceived qualities of the celebrity should align with the product attributes for the endorsement to be persuasive.

A Match-Up Hypothesis Refers To