Construct · 1 fields · 1 citations

match-up hypothesis: a standalone construct

One name. One construct. A landmark on the map.

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A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the proposal that an endorsement works better when the endorser's image fits the advertised product.

In advertising, match-up hypothesis refers to the proposal that an endorsement works better when the endorser's image fits the advertised product. This meaning comes from Kamins (1990) in Journal of Advertising.[1]

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Nearby constructs

hypothesis2 fields · 2 citationsjingle · one word, two constructs image4 fields · 5 citationsjingle · one word, four constructs product3 fields · 3 citationsjingle · one word, three constructs

References

Kamins, M. A. (1990). An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising, 19(1), 4-13. https://doi.org/10.1080/00913367.1990.10673175

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