Pearl Beauty Inc., a leading cosmetics manufacturer, wants to introduce its new anti-aging cream in the market. The target audience for the cream comprises women in their mid-30s. Pearl Beauty decides to sign up a well-known model in her mid-30s to endorse and promote the product. 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.

Question

Quizplus · Accepted Answer

The matchup hypothesis suggests that using endorsers who are congruent with the product or service they are promoting can lead to greater effectiveness. In this case, using a model who is in her mid-30s (similar to the target audience) is congruent with the anti-aging cream being promoted, and is therefore likely to be more effective than using someone much younger or older.