Kelman's source characteristics
Kelman's source characteristics identify three characteristics of successful marketing communications sources:
- source credibility
- source attractiveness
- source power.
Source attractiveness
An attractive source is one that the receiver can identify with, or aspire to. The message from such a source is identified with by the receiver; e.g. "slice of life" advertising, for products such as washing powder, regularly feature actors in situations that are intended to reflect the lives of the target segment.
Source power
A powerful source is intended to bring about compliance in the receiver. An example would be a police officer giving an anti-drink drive message.
References
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