Which approach states that a source feature is most effective when it is paired with relevant products?
A) source credibility
B) matchup hypothesis
C) congruency theory
D) consistency theory

Question

Quizplus · Accepted Answer

The matchup hypothesis states that a source feature (such as a celebrity endorser) is most effective when it is paired with relevant products. In other words, the effectiveness of the source depends on the match between the source feature and the product being endorsed. The other answer choices are different theories in advertising, but do not specifically address the importance of the match between the source and the product.

Which Approach States That a Source Feature Is Most Effective