Pearl Beauty Inc.,a leading cosmetics firm,wants to introduce its new anti-aging cream in the market.Since its target audience comprises mostly of women in their mid-30s,Pearl Beauty decided to feature a well-known model in the advertisement who is also in her mid-30s.According to the _____,using a model who is in her mid-30s is likely to be far more effective than using someone much younger in the advertisement.

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The matchup hypothesis states that a celebrity endorser's effectiveness depends on the match between the endorser's characteristics and the product being advertised. In this case, featuring a model in her mid-30s for an anti-aging cream is a good match as it relates to the target audience and their needs. The congruency hypothesis refers to the fit between the ad message and the brand image, the elaboration likelihood model refers to the consumer's level of involvement in processing the message, the resonance hypothesis refers to the emotional connection between the consumer and the ad, and the primacy effect refers to the tendency for people to remember the first information they receive.