The matchup hypothesis states that:
A) the more strongly held an attitude is, the more difficult it is to change.
B) a source feature is most effective when it corresponds with relevant products.
C) attitudes are changed based on differing levels of consumer involvement.
D) consumers prefer consistency among their beliefs, attitudes, and behaviors.

Question

Quizplus · Accepted Answer

The matchup hypothesis states that a source feature is most effective when it corresponds with relevant products. This means that consumers are more likely to be influenced by a source when they perceive a match between the source and the product being promoted. This can include the physical appearance, personality, expertise, or credibility of the source. Matching the source with the product can lead to a greater persuasive impact and higher consumer response.

The Matchup Hypothesis States That