Match-Up Effects Happen For a Reason: the Impact of Activating Persuasion Knowledge on Endorser Effectiveness

Leen Adams, Hogeschool-Universiteit Brussel, Belgium
Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Tina Tessitore, Ghent University, Belgium
An experiment was set up to clarify the when and why of endorser effectiveness. We found that match-up effects are more likely in case of high than low activation of persuasion knowledge (advertising vs. product placement) due to differences in perceptions of fit. The depth of processing did not contribute…
[ to cite ]:
Leen Adams, Maggie Geuens, and Tina Tessitore (2011) ,"Match-Up Effects Happen For a Reason: the Impact of Activating Persuasion Knowledge on Endorser Effectiveness", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.