Documente Academic
Documente Profesional
Documente Cultură
Messag
e and
Channe
l
Factors
Chapter 6
Source Factors
Word-of-mouth information transmitted from one
individual to another is often perceived as more
reliable and trustworthy than that received through
more formal marketing channels such as advertising.
We use the term source to mean the person involved
in communicating a marketing message, either
directly or indirectly.
A direct source is a spokesperson who delivers a
message and/or demonstrates a product or service
Source Factors
Word-of-mouth information transmitted from one
individual to another is often perceived as more
reliable and trustworthy than that received through
more formal marketing channels such as advertising.
We use the term source to mean the person involved
in communicating a marketing message, either
directly or indirectly.
A direct source is a spokesperson who delivers a
message and/or demonstrates a product or service
Source Factors
Credibility is the extent to which the recipient sees the
source as having relevant knowledge, skill, or
experience and trusts the source to give unbiased,
objective information. There are two important
dimensions to credibility, expertise and trustworthiness.
Information from a credible source influences beliefs,
opinions, attitudes, and/or behavior through a process
known as internalization, which occurs when the
receiver adopts the opinion of the credible
communicator since he or she believes information
from this source is accurate.
Once the receiver internalizes an opinion or attitude, it
becomes integrated into his or her belief system and
may be maintained even after the source of the
message is forgotten.
Source Factors
A highly credible communicator is particularly
important when message recipients have a
negative position toward the product, service,
company, or issue being promoted, because the
credible source is likely to inhibit
counterargument.
Limitations of Credible
Sources
Several studies have shown that a high-credibility source is not
always an asset, nor is a low-credibility source always a liability.
High- and low-credibility sources are equally effective when they are
arguing for a position opposing their own best interest.
A very credible source is more effective when message recipients are
not in favor of the position advocated in the message.
However, a very credible source is less important when the audience
has a neutral position, and such a source may even be less effective
than a moderately credible source when the receivers initial attitude
is favorable.
Another reason a low-credibility source may be as effective as a highcredibility source is the sleeper effect, whereby the persuasiveness of
a message increases with the passage of time.
The immediate impact of a persuasive message may be inhibited
because of its association with a low-credibility source. But with time,
the association of the message with the source diminishes and the
receivers attention focuses more on favorable information in the
message, resulting in more support arguing.
Source Attractiveness
A source characteristic frequently
used by advertisers is attractiveness,
which encompasses similarity,
familiarity, and likability.
Similarity is a supposed resemblance
between the source and the receiver
of the message, while familiarity refers
to knowledge of the source through
exposure. Likability is an affection for
the source as a result of physical
appearance, behavior, or other
personal traits.
Source attractiveness leads to
persuasion through a process of
identification, whereby the receiver is
motivated to seek some type of
relationship with the source and thus
adopts similar beliefs, attitudes,
preferences, or behavior
Source Attractiveness
A number of factors must be considered when a
company decides to use a celebrity spokesperson,
including the dangers of overshadowing the
product and being overexposed, the target
audiences receptivity, and risks to the advertiser.
Applying Likability
Decorative Models
Advertisers often
draw attention to
their ads by
featuring a
physically
attractive person
who serves as a
passive or
decorative model
rather than as an
active
communicator
Source Power
A source has power when he or she can actually
administer rewards and punishments to the receiver.
As a result of this power, the source may be able to
induce another person(s) to respond to the request
or position he or she is advocating.
The power of the source depends on several factors.
The source must be perceived as being able to
administer positive or negative sanctions to the
receiver (perceived control) and the receiver must
think the source cares about whether or not the
receiver conforms (perceived concern).
The receivers estimate of the sources ability to
observe conformity is also important (perceived
scrutiny)
Source Power
Power as a source characteristic is very difficult to
apply in a non personal influence situation such as
advertising.
A communicator in an ad generally cannot apply
any sanctions to the receiver or determine
whether compliance actually occurs. An indirect
way of using power is by using an individual with
an authoritative personality as a spokesperson