haku: @author Lynch, J. / yhteensä: 9
viite: 7 / 9
| Tekijä: | Lynch, J. Schuler, D. |
| Otsikko: | The matchup effect of spokesperson and product congruency: a schema theory interpretation |
| Lehti: | Psychology & Marketing
1994 : SEP/OCT, VOL. 11:5, p. 417-445 |
| Asiasana: | THEORIES ADVERTISING MANAGEMENT IDEOLOGY |
| Kieli: | eng |
| Tiivistelmä: | This article examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis. |
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