Celebrities are paid millions of dollars to endorse products in commercials because advertisers believe celebrities have __________ power.

Question

Quizplus · Accepted Answer

Referent power is the ability to influence others based on the possession of desirable resources or personal traits. Celebrities are often looked up to and admired by their followers, and their endorsement of a product can create a positive association between the product and the celebrity. This association can influence consumers to buy the product, even if they don't necessarily need or want it. Advertisers pay celebrities millions of dollars for their referent power and the potential it has to drive sales.

Celebrities Are Paid Millions of Dollars to Endorse Products in Commercials