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An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

Michael A. Kamins
Journal of Advertising
Vol. 19, No. 1 (1990), pp. 4-13
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188750
Page Count: 10
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An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep
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Abstract

This study represents a supportive test of the attractiveness aspect of the "match-up" hypothesis of celebrity/product congruence discussed in depth by Kahle and Homer (1985). The hypothesis implies that the physical attractiveness of a celebrity endorser may only enhance both product-and ad-based evaluations if the product's characteristics "match-up" with the image conveyed by the celebrity. Empirically, it was found that for an attractiveness-related product, use of a physically attractive celebrity (Tom Selleck) was observed to significantly enhance measures of spokesperson credibility and attitude toward an ad, relative to use of a physically unattractive celebrity (Telly Savalas). Alternatively, the physically attractive celebrity was found to have no effect on various spokesperson-, product-and ad-based dependent measures relative to the physically unattractive celebrity for an attractiveness-unrelated product. Implications of these findings for advertising strategy are discussed, and directions for future research are outlined.

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