| Scope of study. Practitioners and academicians have argued that persuasion will be facilitated by employing likable endorsers whose image "matches up" with the image of the product. The present study tests hypotheses concerning the relationship between likability and match-up derived from Fiske's (1982) schema-triggered affect model. The study used a 2 x 2 x 2 factorial design to test the hypotheses, using specially created stimulus ads for fictitious brands. Descriptions of fictitious endorsers were also developed, allowing for the unconfounded manipulation of likability and match-up.;Findings and conclusions. The findings failed to support the hypotheses that endorser likability would have its greatest impact when product and endorser images were well matched. A significant main effect for likability was found for behavioral intention. In addition, a post-hoc analysis revealed an interaction between matchup and involvement, supporting the concept that match-up may sometimes serve as part of the central message. Furthermore, it was found that as the perceived similarity between endorser and consumer increased, attitude toward the ad and attitude toward the brand increased. |
