Justin Bieber Proactiv Commercial
Above is the link for a Proactiv acne treatment commercial featuring Justin Bieber, a famous teeny-bopper singer. In this commercial, Bieber discusses the aspects of growing up and becoming a teenager, aspects like your feet growing and sometimes getting acne. Pre-teens (mostly girls) are part of Justin Bieber's reference group, being a fan of Bieber as an idol. Therefore when they see him on TV promoting a product, they are more apt to buy the product. Bieber uses referent power, because his followers are willing to copy the behaviors of someone they admire, which in this case is him. As a teen idol, Bieber is a great addition to the Proactiv commercial series. Proactiv is known to use celebrity testimonials in their advertisements, starring celebrities like Jessica Simpson, and Katy Perry. Overall, this commercial shows a great example of reference group influence, who's group leader uses referent power to influence his followers.
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