Celebrities are paid millions of dollars to endorse products in commercials because the advertisers believe the celebrities have ________ power that will sell their products.

Question

Quizplus · Accepted Answer

Referent power comes from the attraction and admiration people have for the person, often due to their status or celebrity. Advertisers hope that consumers will be more likely to purchase a product if it is endorsed by a popular celebrity that they look up to and admire. Coercive power involves the use of fear or punishment, expert power is based on knowledge and expertise, reward power is based on providing benefits or incentives, and status power is based on a hierarchical position.

Celebrities Are Paid Millions of Dollars to Endorse Products in Commercials