Supplementing this overall or global question is a series of statements that measure the relationship that the target audience has with the brand, product, service, or issue (see Table 4). These statements gauge the degree to which the brand, product, service, or issue is seen to be relevant to or homophilous with the needs and interests of the target. Homophily, defined as the state in which a person shares the same values, ideas, beliefs, and so forth as the person with whom they are interacting, is often a key measure that is overlooked in communication research. However it is often a central factor in determining the social acceptability of specific actions or purchases.xl