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Some attractiveness leads to persuasion through a process of identification, whereby the receiver is motivated to seek some type of relation with the source and thus adopts similar beliefs, attitudes, preferences or behavior. Unlike internalization, identification does not usually integrate the information from an attractive source into the receiver's belief system.
The receiver may maintain attitudinal position or behavior only as long as it is supported by the source or the source remains attractive.

Two source characteristics that marketers must seek while choosing a celebrity are: -

• Similarity - It is used to create a situation where the consumer feels empathy for the person shown in the commercial. This can help establish the bond of similarity between the communicator and the receiver, increasing the source's level of persuasiveness.

• Likeability - Advertisers recognize the value of using spokespeople who are admired: TV and movie stars, athletes, musicians and other popular public figures.

Power

As a result of power, the source may be able to induce another person to respond to the request or position he or she is advocating. When a receiver perceives a source as having power, the influence process occurs through a process known as compliance.

There are, however, the classic fears of celebrity usage: -

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* Contributed by -
Bhawna Sikka & Vaibhav Hari,
PGDBM 2006,
IMT, Ghaziabad.