Referent Power
The Basic Idea
Our world today is like a blown-up version of Times Square. If you look in front, you’ll see a billboard of a popular celebrity advertising the newest version of a Honda Civic. Turn to your right, and a poster of Michael Jordan in the newest Nike shoes stares right back at you. Look down at your phone, and your favorite Instagram influencer has just posted a picture, tagging the chic local business they bought their outfit from. You admire these people. You want to be smart and confident like them. So you consider buying that Honda, spend some time checking out the shoes at a Nike showroom, and click on that tagged Instagram account to peruse their sale section.
Individuals we feel attracted towards and identify with have “referent power.” Referent power is a quality held by an individual one finds admirable. Due to our desire of maintaining identification with them, we behave in ways similar to theirs. Because of their likeability, they have the power to positively influence us and our actions.1 On the other hand, if a celebrity who we absolutely dislike endorses a cosmetics brand, we may purposely avoid shopping from that brand. This is a result of negative referent power: our desire not to identify with an individual.1
Become the kind of leader that people would follow voluntarily; even if you had no title or position.
– Brian Tracy,Motivational public speaker and self-development author of books includingEarn What you’re Really Worth!andNo Excuses!
About the Authors
Disha Garg
Disha was a former content creator with a passion for behavioral science. She previously created content for The Decision Lab, and her insights continue to be valuable to our readers.
Adrienne Fu
Adrienne Fu is a student at McGill University studying Economics, Computer Science, and Psychology. She is passionate about behavioural economics, particularly its intersection with consumer decision-making and UX Design. Outside of the (virtual) office, she enjoys film photography, reading, and taking care of her (many) plants.
