The matchup hypothesis states that a source feature is most effective when it is matched with relevant products.

Question

Quizplus · Accepted Answer

The matchup hypothesis suggests that a source feature (such as a celebrity endorser or product attribute) is most effective when it is matched with relevant products. This means that if the source feature aligns with the characteristics or benefits of the product, it will be more persuasive and impactful for consumers. Research has supported the idea that a good match between the source and product can enhance positive attitudes, purchase intentions, and overall evaluations of the product.

The Matchup Hypothesis States That a Source Feature Is Most