Three studies attempt to better explain how celebrities are used effectively as conditioned stimuli in the associative learning process. Study 1 establishes that direct affect transfer can occur using celebrities via conditioning. Study 2 suggests that celebrity conditioning will be more effective when there is an appropriate fit (belongingness) between the celebrity and the product endorsed—also known as the match-up hypothesis. Finally, Study 3 examines whether attitudes toward brands paired with celebrities are resistant to efforts to extinguish them using extinction procedures. The findings suggest that conditioning with celebrities yields brand attitudes that are robust and enduring. © 2008 Wiley Periodicals, Inc.