Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

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According to research, the three categories of source attributes that should be considered during the selection process are credibility, attractiveness, and power. Credibility refers to the expertise, trustworthiness, and believability of the spokesperson. Attractiveness refers to the physical appearance, likability, and similarity to the target audience. Power refers to the perceived control, status, and dominance of the spokesperson. Marketers try to select individuals who possess a combination of these attributes in order to maximize their message influence.

Marketers Try to Select Spokespeople Whose Traits Will Maximize Their