This term is used in the context of advertising. This refers to the process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of belief, attitudes, preference, or behavior. Use of celebrities as a source would create more identification. Therefore marketers recognize that the receivers of persuasive communication are more likely to attend to and identify with people they find likeable and similar to themselves.