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Question
Pearl Beauty Inc., a leading cosmetics firm, wants to introduce its new anti-aging cream in the market. Since its target audience comprises mostly of women in their mid-30s, Pearl Beauty decided to feature a well-known model in the advertisement who is also in her mid-30s. According to the _____, using a model who is in her mid-30s is likely to be far more effective than using someone much younger in the advertisement.a. congruency hypothesis
b. elaboration likelihood model
c. matchup hypothesis
d. resonance hypothesis
e. primacy effect
Answer
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