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The purpose of this paper is to examine the effect of a competition mind-set on persuasion. Specifically, this research examined the effect of a fit between a competition mind-set and messages on the persuasive effectiveness.

Participants were randomly assigned to a condition of 2 (competition: competition mind-set vs control) × 2 (message: concrete feasibility vs abstract desirability) between-subjects design.

This research demonstrated that participants in the competition mind-set (vs control) condition expressed the messages as more persuasive and evaluated the product more favorably when they were exposed to concrete feasibility messages. Furthermore, this effect was mediated by a local processing style.

The present research provides a useful marketing communication strategy. For the effectiveness of messages, concrete feasibility-related merits should be emphasized in competition contexts.

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was congruent (vs incongruent; Experiment 1). Furthermore, participants in the high concept of congruence condition evaluated the endorsed product more favourably than those in the low concept of congruence condition only when the fit between the celebrity athlete endorser and the endorsed product was incongruent (Experiment 2).