Source Attractiveness and Source Likeability

Companies are interested in all aspects of what drives consumers to buy their product. When deciding on the product, questions that may arise are what does the consumer want from the product or service? And will it meet their needs? The place that they are going to make the product available is also important, which then leads into the price which determines the value of the product or service. Another factor is promotion which involves persuasion; these are all known as the marketing mix, which coincides with advertising. Although the marketing mix is a strategy used to appeal to consumers, another way a company might choose to make them more appealing to their market is using source attractiveness. Source attractiveness is an effective way for companies to enhance the product that they are promoting. People usually tend to zone into a commercial when they see an attractive spokesperson, or someone who will convince them that the product actually works. However it also depends on what the company wants to sell, for example if a company wants to sale sportswear, their goal would be to find a model with an athletic build or maybe a sports athlete. If the company is selling electronics the physical appearance wouldn’t be a major concern. Source likeability can definitely heighten the appeal of the product especially if a celebrity is promoting it. The advantages of this strategy influences consumer purchases, builds awareness, positions the brand, attracts new users as well as give a falling brand a chance to redeem itself. There are numerous companies that use source likeability, for example Halle Berry for Revlon, Shaquille O’neal for Buick Lacrosse, and Gwen Stafani for L’oreal Paris.  

Shaquille O'neal Buick Lacrosse
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