Kelman's source characteristics
- Kelman's source characteristics
Kelman's source characteristics identify three characteristics of successful marketing communications sources:
# source credibility
# source attractiveness
# source power.
ource 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.
ource 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.
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