Match-Up Effects Happen for a Reason: The Impact of Activating Persuasion Knowledge on Endorser Effectiveness

Research about endorsement proposes that a perceived fit (vs. a non-fit) between the image of an endorser and the endorsed product favorably affects endorser effectiveness (i.e., match-up effects). We further posit and experimentally show that match-up effects are more likely for advertising than for product placement, for two reasons. First, the degree of product-endorser fit in ads versus product placements is perceived more clearly, as ads activate more persuasion knowledge than product placements. Contrary to prior endorsement studies, depth of processing did not contribute to the observed endorser effects. Second, a perceived product-endorser fit versus non-fit is viewed as a more appropriate persuasive tactic, leading to more favorable judgments.status: publishe