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

Question

Quizplus · Accepted Answer

Referent power comes from an individual's ability to attract others and build loyalty or identification with their followers. Celebrities are believed to have referent power because they are admired and respected by their fans, and consumers may be more likely to buy a product if a celebrity they like endorses it. While other forms of power (such as expert or coercive power) may also be at play in celebrity endorsements, referent power is likely the primary reason for their effectiveness.

Celebrities Are Paid Millions of Dollars to Endorse Products in Commercials