section_path: Theories/Five bases of power/Referent power
section_name: Referent power
paragraph_text: Referent power
  
  Referent power is the power or ability of individuals to attract others and build loyalty. It is based on the charisma and interpersonal skills of the powerholder. A person may be admired because of a specific personal trait, and this admiration creates the opportunity for interpersonal influence. Here, the person under power desires to identify with these personal qualities and gains satisfaction from being an accepted follower. Nationalism and patriotism count towards an intangible sort of referent power. For example, soldiers fight in wars to defend the honor of the country. This is the second-least obvious power but the most effective. Advertisers have long used the referent power of sports figures for product endorsements, for example. The charismatic appeal of the sports star supposedly leads to an acceptance of the endorsement, although the individual may have little real credibility outside the sports arena. Abuse is possible when someone who is likable yet lacks integrity and honesty rises to power, placing them in a situation to gain personal advantage at the cost of the group's position. Referent power is unstable alone and is not enough for a leader who wants longevity and respect. When combined with other sources of power, however, it can help a person achieve great success.