Celebrity endorsers are also expensive; pop star, movie star, and star athletes require large fees for their services. Surprisingly, consumers continue to believe that celebrities really like the products they endorse even when consumers are reminded that celebrities are paid handsomely for their endorsements (Cronley, Houghton, Goddard, & Kardes, 1998). This finding is important because consumers form more favorable attitudes toward advertised products when they believe that celebrities actually like (vs. pretend to like) the products they endorse.