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Identification

Identification

Discuss Identification within the Introduction to Advertising forums, part of the BMM Paradise for Bachelors in Mass Media category; Identification applies to the situation wherein the individuals emulate the attitudes or behaviour of another person or group, simply because ...

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Abhijeet S
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Identification - October 15th, 2010

Identification applies to the situation wherein the individuals emulate the attitudes or behaviour of another person or group, simply because they aspire to be like that person or group. This process is the basis for referent power. It was found that celebrities are more commonly liked than a typical consumer spokesperson.
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