ABSTRACT
Cox (1999) identified several characteristics of a warning source that are key to the development of an effective warning. These include the credibility and likeability of the source and its demographic characteristics (people may be more likely to follow the advice of a source who they perceive to be “like them” in some way). Quantitative aspects also influence the ability of the source to issue an effective warning: Groups may be better able than individuals to influence others’ behavior. Finally, a source’s power is key to ability to effectively warn. Source power may consist of the power to reward or coerce. A source can also exert power when others identify with it and use it as a model for their own behavior (this is called “referent power”).
