The Moderating Impact of Cognitive Complexity and Need For Cognition on the “Match-Up” Effect in Celebrity Endorsement

The precept that a celebrity should “match-up” with the brand endorsed is pervasive despite strong contradictory empirical evidence from product categorization and advertising. It is empirically shown that if consumers have the motivation to solve the incongruence (i.e., high need for cognition) and a solution within reach (i.e., a cognitively complex endorser), incongruent endorsements yield favorable evaluations.



Citation:

François Carrillat, Renaud Legoux, and Annick Beaupré (2012) ,"The Moderating Impact of Cognitive Complexity and Need For Cognition on the “Match-Up” Effect in Celebrity Endorsement", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 85-88.

Authors

François Carrillat, HEC Montréal, Canada
Renaud Legoux, HEC Montréal, Canada
Annick Beaupré, HEC Montréal, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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