Endorsers’ assistance and you may attractiveness was indeed then explored out-of endorser and you will tool congruence and you may individual elaboration
In terms of congruence, the new “match-up theory” shows that endorsements escalation in persuasiveness if there is an effective relationship amongst the unit group as well as the endorser’s solutions otherwise attractiveness (Hsu and you will McDonald 2002 ; Kamins 1990 ; Kamins and you will Gupta 1994 ; Misra and you will Beatty 1990 ; Right up until and Busler 1998 , 2000 ; Mittelstaedt, Riesz and you will Burns 2000 ). It theory creates into the functions off Friedman and Friedman ( 1979 ), just who debated that one types of endorsers are far more persuasive regarding promoting certain kinds of activities. (далее…)