John Deere advertisements usually feature a farmer who uses the company's farm equipment. Which hypothesis would predict that using a farmer in an advertisement for farm equipment will be more effective than using a star athlete, such as basketball star LeBron James?
A) congruency
B) elaboration likelihood
C) matchup
D) credibility

Question

Quizplus · Accepted Answer

The matchup hypothesis suggests that the effectiveness of an advertisement is increased when there is a perceived fit between the endorser and the product. A farmer is more congruent with farm equipment than a star athlete.

John Deere Advertisements Usually Feature a Farmer Who Uses the Company's