John Deere advertisements usually feature a farmer who uses the company's farm equipment, such as tractors, in their advertisements targeted to other farmers. Which hypothesis would predict that using a farmer in an advertisement for farm equipment will be more effective than using a star athlete, such as basketball star LeBron James?
A) congruency hypothesis
B) elaboration likelihood hypothesis
C) matchup hypothesis
D) resonance hypothesis
E) credibility hypothesis

Question

Quizplus · Accepted Answer

The matchup hypothesis suggests that an advertisement is more effective when the spokesperson is congruent with the product being advertised. In this case, a farmer using farm equipment is more relatable and credible to the target audience of other farmers than a star athlete like LeBron James.

John Deere Advertisements Usually Feature a Farmer Who Uses the Company's