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Experiment shows that consumer involvement enhances the impact of well-matched endorsers on advertising effectiveness, suggesting strategic selection for high-involvement products.
This study investigated the effectiveness of endorsers based on product/endorser match and consumer involvement level. Fictitious endorsers and products were employed in an experiment which found that the influence of the well-matched endorser on brand attitudes increased with involvement level. In general, the findings support the idea that match-up is centrally processed and suggest that advertisers of high involvement products should take particular care in selecting endorsers that are well-matched with their product.
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Schaefer et al. (1997) studied this question.
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