Kelman's source characteristics
From Wikipedia, the free encyclopedia
Kelman's source characteristics identify three characteristics of successful marketing communications sources:
- source credibility
- source attractiveness
- source power.
[edit] Source credibility
A credible source is one that is readily believed by the receiver. As a consequence, the receiver is liable to internalise the message.
[edit] Source attractiveness
An attractive source is one that the receiver can identify with, or aspire to. The message from such as 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.
[edit] 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.
 |
This economics or finance-related article is a stub. You can help Wikipedia by expanding it. |
