Mesmerism is a noun that refers to taking control of someone's personality.

An 18th century Austrian physician named Franz Anton Mesmer developed a system of hypnotism. Our word of the day is used to describe Dr. Mesmer’s system, but, centuries after his death, it’s also used to describe the control of someone’s personality in general. For example: It was strange to watch the rock star’s entourage wait on his every move. He seemed to have a mesmerism that made everyone cater to all his needs.