Matchup between spokesperson and audience similarity is especially important when the product or service in question is one where audience members are heterogeneous in terms of their taste and attribute preferences.

Question

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When the audience is heterogeneous, it becomes crucial to match the spokesperson with the audience to ensure effective communication and persuasion. This is because each audience member may have different taste and attribute preferences, and a spokesperson who can connect with them on these levels is more likely to win their trust and favor.

Matchup Between Spokesperson and Audience Similarity Is Especially Important When