Endorsers who have demographic characteristics that are similar to those of the target audience are viewed as more credible and persuasive than those who do not.

Question

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This is known as the similarity-attraction hypothesis in advertising research, which suggests that people are more likely to be influenced by someone they can relate to and see as similar to themselves. Therefore, endorsers who share similar demographic characteristics with the target audience are seen as more credible and persuasive.

Endorsers Who Have Demographic Characteristics That Are Similar to Those