Kelman's source characteristics

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


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

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.

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.