Examined the impact of pairing an image of a celebrity with that of a sporting event on how positive people subsequently felt about the event. Participants viewed a short slideshow of images representing a sporting event (baseball or basketball), popular celebrities, and distraction images such as landscapes. The images were shown in pairs. Those in the experimental condition always saw the sports event paired with the images of celebrities, while in the control condition, the sport-related image was paired with a neutral image. The results showed that those who had seen the sporting events paired with celebrities were subsequently more positive about the sports events than those in the control condition