Kelman's source characteristics

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Kelman's source characteristics identify three characteristics of successful marketing communications sources:

  1. source credibility
  2. source attractiveness
  3. source power.

Source attractiveness[edit]

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.

Source power[edit]

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.