Names versus faces: examining spokesperson-based congruency effects in advertising

Jasmina Ilicic, Stacey Baxter, Alicia Kulczynski

Research output: Contribution to journalArticleResearchpeer-review

18 Citations (Scopus)


Purpose - The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson s name (verbal congruence) on consumer perceptions of spokesperson-product fit. Design/methodology/approach - Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson-product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson-product fit. The mediating role of spokesperson-product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. Findings - Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson-product fit when the NFC was low.
Original languageEnglish
Pages (from-to)62-81
Number of pages20
JournalEuropean Journal of Marketing
Issue number1-2
Publication statusPublished - 2015
Externally publishedYes


  • consumer
  • advertising atitude
  • phonetic symbolism
  • congruence
  • verbal match-up
  • spokesperson name
  • product attributes

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