Bournemouth manager Eddie Howe wants Jefferson Lerma to forget his club-record price tag.
The Colombian, signed from Levante for £25m this summer, has yet to make his Cherries first-team debut.
Howe told the Daily Echo: "In the world of football these days, every player who gets signed for money in the Premier League – it's usually big money.
"I just want Jefferson to play his own game, be himself, and not to try too hard with the price-tag in his mind.
"He needs to play to his strengths, which will become obvious when you see him play. The physicality, legs in midfield and combative style of his play I think will really suit us.
"I am sure the fans will take to him. He's a wholehearted player, he tries his best and gives everything he can for the team. Historically, I think that's all the Bournemouth fans have wanted to see.
"I have been pleased with what I have seen so far from him. I am sure he is desperate to show what he can do on the pitch."