Purpose- This study investigates the match-up effect between buyers’ stereotypes (of the recipients and the advertisement) on buyers’ attitudes towards the advertisement and buyers’ purchase intention of the advertised gift. It also proves the moderating effect of closeness between buyers and recipients with regards to the aforementioned effect.

Methodology- It employs two experiments. Study 1 uses a single factor two-condition design (match and mismatch). On the other hand, Study 2 employs a 2 (match and mismatch) × 2 (close and distant) factors between subjects, designed to test the moderator. The study sample comprises more than 200 university students from Macau. The data are sourced from more than 200 university students in Macau.
Findings- Study 1 illustrates that the existence of a match-up effect between the stereotype and advertisement has a positive effect on buyers’ attitudes towards the advertisement and their purchase intention. Meanwhile, Study 2 replicates the finding but further reveals that the closeness moderated the relationship between the buyers and recipients, i.e, the effect of the match-up is stronger (lesser) when there is a closer (vs. distant) relationship between buyers
and recipients.

Originality- The previous research on the match-up phenomenon is limited to the match-up effect between endorsers and products. In this regard, this article reveals a positive match-up effect between buyers’ stereotype of the recipients and the advertisement, and further proves that as the closeness between buyers and recipients increases, the effect of the match-up increases as well.