A new study suggests that the effectiveness of celebrity product endorsements is explained by positive emotions associated with a celebrity then transfered to the product being sold. "'The perception of a celebrity face results in the retrieval of explicit memories,'— say, of a fun night out with friends, during which you enjoyed the actor’s latest movie. “The positive affect that is experienced during the retrieval of these memories may subsequently be transferred to the product associated with the celebrity,” reports the Journal of Economic Psychology.