Influential Source Messengers

Characteristics of Influential Sources

Credibility refers to the level of expertise and trustworthiness perceived by the audience. Influential sources for health messages are those that exhibit knowledge of the health issue. Expertise can be developed through professional membership, past experience with the health issue, or education and training related to the health issue. Additionally, the audience needs to perceive that the source will not provide false information or try to take advantage of the audience. In sum, the audience needs to believe the source has good intentions and will be truthful with the information being shared. When the audience believes the source has credibility, they will be more likely to believe the message the source is advocating.

Influential sources also exhibit attractiveness. Attractiveness refers to the overall likeability of the source. Attractiveness can include the physical attributes of the source as well as characteristics such as familiarity, similarity, and pleasantness. When a source is deemed to be attractive, the audience is more likely to feel a connection and develop identification with the source. Identification with a source is a strong predictor of the influence of the source.

Power, a third characteristic of an influential source, can be used to influence an audience in [Page 710]multiple ways. Power often means that a source has the ability to control the rewards and punishments received by the audience, thereby increasing the likelihood that the audience will follow the recommendations of the source. A source also exerts power when the audience has a strong desire to please or comply with the source.

In addition to these characteristics, sources are able to influence audience members by exhibiting or highlighting normative behaviors. Individuals often seek information about the social acceptability of health behaviors and observe important others (e.g., peers and family members) to determine a behavioral norm. Audiences often look to sources that hold credibility, attractiveness, and power to see which behaviors they should follow.

Key Health Message Sources

While there are many different types of sources that can be used to promote a health message, health care providers, family members, peers, and celebrities are some of the most influential sources for the communication of health information. Each source embodies the characteristics of an influential source and can communicate normative behavior to influence positive health outcomes.

Health care providers are considered to have the highest level of credibility in communicating health messages due to their extensive medical training. The nature of the relationship between patients and providers requires trustworthiness, making health care providers a trustworthy source of information. Health care providers are likely to hold a high level of power over health decisions, and audience members will likely perceive important reasons to comply with instructions from them. Health care providers can also exert normative influence as they have information about what is considered normal and acceptable health behavior and can communicate that information to the audience in a credible manner.

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