Research has suggested that when consumers are using central route processing,attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category.This effect has been called the
A) elaboration likelihood effect.
B) match-up hypothesis.
C) elaboration dimension.
D) attractiveness effect.
E) source effect.

Question

Quizplus · Accepted Answer

The given statement suggests that when consumers are using central route processing, attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category. This phenomenon is called the match-up hypothesis, which proposes that the effectiveness of a celebrity spokesperson depends on the match between the celebrity's image and the product being endorsed. Therefore, Option B, match-up hypothesis, is the most appropriate choice. Option A, elaboration likelihood effect, refers to the degree of elaboration or scrutiny that a consumer applies to a persuasive message. Option C, elaboration dimension, and Option E, source effect, are not relevant to the given context. Option D, attractiveness effect, is a generic term and does not accurately describe the specific phenomenon referred to in the question.

Research Has Suggested That When Consumers Are Using Central Route