Charisma also involves similarity, the extent to which the source resembles
the audience (or the way in which audience members would like to see themselves). This may be a reflection of audience demographics in terms of age, gender, occupation, ethnicity, religion, culture, shared values or sociopolitical perspectives. Thus the principle of similarity offers a parallel guideline to that of familiarity. You might consider using a message source closely associated with a particular cultural, ethnic or religious group when the audience also is associated with that group. Similarity is particularly important when a communicator is seeking long-term persuasion, less so for short-term objectives. It also is a major factor in enhancing dialogic communication.