Kelman's source characteristics
Kelman's source characteristics identify three characteristics of successful marketing communications sources:
- source credibility
- source attractiveness
- source power.
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.
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-related article is a stub. You can help Wikipedia by expanding it.|