The matchup effect of spokesperson and product congruency: A schema theory interpretation

Abstract

This aricle 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, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.

The effectiveness of celebrity endorsements: a meta-analysis

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The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

“…The importance of fit or congruence is well established in the marketing literature, particularly in terms of sponsorship (Fleck and Quester, 2007), celebrity endorsements (Lynch and Schuler, 1994) and brand extensions (Echambadi, Arroniz, Reinartz and Lee, 2006). Strong perceived fit has been…”

The curvilinear and conditional effects of product line breadth on salesperson performance, role stress, and job satisfaction

“…Thus, when faced with situations that require a lot of information processing, such as when salespeople handle multiple product lines, schemas enable individuals to handle the information and reduce cognitive load (Sweller et al 1998;van Merriënboer and Sweller 2005). The roots of schema theory lie in educational psychology and learning (see McVee et al 2005 for a review); however, it has been extended to many applications in the marketing domain (Leigh and McGraw 1989;Lynch and Schuler 1994;Szymanski and Churchill 1990). Specific to the context of sales, the aspects of schemas affecting salespeople revolve around their ability to more efficiently process information in complex situations.…”