What are the three major characteristics of the source affect persuasion?

Answers will vary. Three major characteristics of the source affect persuasion: expertise, trustworthiness, and attractiveness. A source who is perceived as an expert is particularly persuasive. Testimonials, for example, are the third most effective technique in advertising, after corporate responsibility and emotional appeal. Endorsers of a product are effective when they are perceived as trustworthy, attractive, or similar to the consumer, or when they represent an image the consumer would like to adopt. Please see the section "Persuasion and Attitude Change" for more information.