Endorsers’ systems and you can appeal have been after that investigated regarding endorser and you will device congruence and you will individual elaboration
Regarding congruence, new “match-up theory” shows that recommendations upsurge in persuasiveness if you have an effective relationships involving the unit group while the endorser’s systems otherwise elegance (Hsu and you will McDonald 2002 ; Kamins 1990 ; Kamins and you can Gupta 1994 ; Misra and you will Beatty 1990 ; Till and you may Busler 1998 , 2000 ; Mittelstaedt, Riesz and Burns off 2000 ). So it theory stimulates for the performs of Friedman and you can Friedman ( 1979 ), exactly who contended this 1 sorts of endorsers is actually a whole lot more convincing regarding promoting certain types of situations. Such as for instance, Michael jordan, a half dozen-go out NBA title title champion, possess basketball expertise that renders your a much better endorser than just the in-patient to possess a ball-related device. A comparable would-be told you regarding the a nice-looking celebrity’s approval from private hygiene or beauty products. Additionally, people question the credibility away from an endorser if the congruence between brand new celebrity and the device is uncertain (Erdogan 1999 ). Furthermore, the fresh new elaboration possibilities design (Amos, Holmes and you will Strutton 2008 ; Erdogan and you can Drollinger 2008 ; Petty and you may Cacioppo 1986 ) means that whenever individuals are incapable otherwise unmotivated so you can procedure the brand new message, supply options otherwise attractiveness can get try to be a simple heuristic help to marketing. (more…)