How Do Advertisers Win Us Over?

It's not what advertisers say, but how they say it.

Reviewed by Margaret Foley

Key points

• Trust in ads often stems from how much credibility we assign to the source, not just the facts.
• We are attracted to—and tend to identify with—sources that we consider relatable and likable.
• Sources that we perceive as powerful influence through authority or fear of missing out, pushing compliance.
• Awareness of persuasive tactics helps us question ads, regain control, and protect our trust wisely.

Imagine scrolling through your social media feed, and suddenly, an ad pops up for a new skincare product. The celebrity spokesperson looks flawless, the claims seem convincing, and before you know it, you’re considering clicking “Buy Now.” But have you ever paused to wonder why this ad, out of the many you see, grabs your attention? Why do you feel compelled to trust this company’s claims without hesitation?

When companies use psychological tactics effectively, it’s not just about selling a product—it’s about shaping public opinion and influencing behavior on a much larger scale. Think about the last time you chose one brand over another. Was it just the product quality, or did the company’s message, its spokesperson, or its overall image sway you?

Most of us assume we make decisions logically, believing that facts, product features, and price comparisons guide our choices. However, in reality, our reactions are rarely based purely on logic. Often, they hinge on how we feel about the source of information. For decades, researchers have explored various factors that influence consumer responses to advertisements, deepening our understanding of rational, emotional, behavioral, and moral appeals in corporate communication.

Though unpacking decades of research on consumer behavior would take a very long time and countless posts, today I want to focus on a classic model often taught in introductory marketing classes: the model of source characteristics. This framework, introduced by social psychologist Herbert Kelman in his seminal work, "Processes of Opinion Change," can explain why some messengers—whether a brand, a celebrity, or a friend—seem more trustworthy than others. Kelman’s theory rests on the idea that the effectiveness of a message depends not only on its content but also on who delivers it.

Let’s take a closer look at how companies leverage the three key factors of the model—credibility, attractiveness, and power—to win us over.

1. Source Credibility

Credibility is perhaps the most straightforward of the three factors. It refers to how much we trust the expertise, honesty, and reliability of the person or entity delivering the message. Kelman theorized that when we perceive a source as credible, we are more likely to internalize the message, meaning we adopt the opinions or behaviors not just publicly, but also in a deeply personal, lasting way. Credibility rests on two main pillars: expertness (the source’s perceived knowledge and skill) and trustworthiness (the perceived honesty or lack of bias).

For example, in advertising, when a skincare product is endorsed by a certified dermatologist, or an auto brand showcases crash-test results from respected engineers, the audience perceives the message as coming from an expert with factual authority. This expert standing enhances the credibility, making consumers feel they are basing their decisions on reliable and informed input. Kelman’s research supports that messages from highly credible sources lead to more durable and intrinsic belief changes, making them particularly effective in shaping consumer attitudes. This dynamic explains why brands invest heavily in third-party endorsements from experts like scientists or industry professionals—they are seen as impartial sources of truth.

2. Source Attractiveness

Attractiveness, in Kelman’s model, isn’t just about physical beauty; it’s about a broader appeal that includes likability, relatability, and affinity. Kelman explained that influence via attractiveness often leads to identification, where individuals adopt opinions or behaviors because they want to align themselves with the source, enhancing their own self-concept. This means people aren’t necessarily convinced by the facts, but rather by how much they aspire to be like the source or how much they feel connected to the source.

In advertising, companies often use influencers or celebrities not solely because of their looks, but because of the personal connections and admiration they evoke. When a fitness brand uses an influencer who seems “just like us” but has achieved remarkable results, consumers can identify with that person and see themselves reaching similar outcomes. This kind of emotional pull leads to identification, as consumers are motivated to emulate the lifestyle, success, or values represented by the spokesperson. Kelman noted that identification-based influence can lead to belief changes, but these shifts are often contingent on the continued association with the source of influence. As long as the consumer feels a connection to the spokesperson, the message remains potent.

3. Source Power

Power, according to Kelman, refers to the ability of the source to induce compliance—getting people to adopt a certain behavior due to the influence of authority or control. This happens when the individual believes that the source holds control over important rewards or punishments. In these cases, the change in behavior is less about genuine belief and more about seeking social approval or avoiding disapproval. Power-based influence can be effective but tends to create more surface-level changes, which might only persist as long as the authority of the source is felt.

In the world of advertising, power can manifest in more subtle ways. For instance, luxury brands often position their products as gateways to elite social circles or exclusive lifestyles. The fear of missing out or being left behind socially becomes the driving force that influences consumer behavior. Campaigns that suggest buying a certain product will elevate your status or allow you to fit into a coveted group tap directly into Kelman’s idea of power-based influence. Consumers comply because they want to achieve or maintain social acceptance and avoid exclusion. However, as Kelman pointed out, while this form of influence can be immediate and compelling, it is the least enduring of the three. Once the perceived authority or control of the source diminishes, the influence tends to fade.

The Power of Awareness

While completely escaping the market may seem like an unattainable fantasy, understanding the mechanisms of persuasion used by corporate actors equips us to see through the glittering endorsements and flashy ads vying for our attention, allowing us to make more informed decisions. This awareness changes how we interpret the endless stream of information we encounter every day. The next time you're confronted with a compelling ad, pause for a moment and ask yourself: Why do I trust this message? Consider the reasons behind the choice of messenger, tone, and message, and reflect on how you can regain control over your decisions. Trust is a valuable commodity—don’t give it away too easily.