Which of the following states that a source feature is most effective when it is matched with relevant products?
A) source credibility
B) matchup hypothesis
C) congruency theory
D) consistency theory
E) credibility hypothesis

Question

Quizplus · Accepted Answer

The matchup hypothesis states that a source feature (such as celebrity endorser) will be most effective when it is matched appropriately with a relevant product or service. This means that the endorser should have some connection or congruency with the product being endorsed to enhance the credibility and effectiveness of the message.

Which of the Following States That a Source Feature Is