Source Power

The final characteristic in Kelman's classification scheme is 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 receiver's estimate of the source's ability to observe conformity is also important (perceived scrutiny).

When a receiver perceives a source as having power, the influence process occurs through a process known as compliance. The receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment. The receiver may show public agreement with the source's position but not have an internal or private commitment to this position. Persuasion induced through compliance may be superficial and last only as long as the receiver perceives that the source can administer some reward or punishment.

Power as a source characteristic is very difficult to apply in a nonpersonal influence situation such as advertising. Acommunica-tor in an ad generally cannot apply any sanctions to the receiver or

Exhibit 6-7 Revlon makes effective use of supermodel Cindy Crawford in this ad

Exhibit 6-7 Revlon makes effective use of supermodel Cindy Crawford in this ad

Revlon Cindy Crawford Photo

Continue reading here: Using Q Scores and the Fame Index to Help Choose a Celebrity Endorser

Was this article helpful?

+1 0

Readers' Questions

  • mika
    What are the sources of power in advertisement?
    1 year ago
    1. Repetition: Repetition can be a powerful tool in advertising. By using the same message over and over again, an advertisement can become associated with a particular product or service.
    2. Humor: Humor is often used in advertisements as it can engage customers and leave a lasting impression.
    3. Visuals: Visuals can be a powerful way to draw attention to an advertisement. They can also create an instant connection between the advertisement and its target audience.
    4. Emotion: Ads that evoke emotion are often more likely to be remembered. Emotional appeals can be used to effectively target different customer segments.
    5. Appeals to Authority: This technique involves using popular figures or authorities to endorse a product or service.
    6. Storytelling: Storytelling can be an effective way to communicate a message. Stories can capture the attention of viewers and help to create a connection between the product and the audience.
    • Allen
      What source power in source characteristics?
      1 year ago
    • Source power is usually measured in watts (W) and is a measure of the power output of the source. It is a measure of the amount of energy generated by the source. It is related to the source's characteristics such as efficiency, electrical resistance, and frequency. It can also be defined as the total energy dissipated by the source in a given time.
      • amanuel saare
        What is the kelmans classification of source attributes?
        1 year ago
      • Kelman's classification of source attributes is a framework for categorizing sources used in qualitative research. It divides sources into three categories:
        1. Primary sources – These sources supply direct, first-hand information about a research issue. Examples of primary sources include interviews, surveys, participant observations and field notes.
        2. Secondary sources – These are sources that provide information that has been interpreted or filtered by an authoritative person or institution. Examples of secondary sources include textbooks, journal articles, and news reports.
        3. Tertiary sources – These are sources of information that have been filtered by an institution or individual and are tailored to a particular audience. Examples of tertiary sources include books, magazine articles, and websites.