Proactive, an acne treatment, has been endorsed by many celebrity spokespeople, including Jessica Simpson, Lindsay Lohan, and Sean "P-Diddy" Combs. Proactive is hoping to sell more of its products because it believes these and other celebrities have __________ power that will influence consumers to want to be like them.

Question

Quizplus · Accepted Answer

Referent power is based on the identification with, admiration for, or respect for the power-holder. Celebrities often have referent power because people admire them and aspire to be like them, which is why their endorsements might influence consumers' purchasing decisions.

Proactive, an Acne Treatment, Has Been Endorsed by Many Celebrity