The excited-state proton transfer (ESPT) of the strong photoacid, N-methyl-7-hydroxyquinolium (NM7HQ + ), was studied in the presence of N-methylbenzamide (NMB) as a base in the aprotic polar solvent, acetonitrile. According to the Benesi-Hildebrand relation, it was revealed that the hydrogen (H)-bonded complex of NM7HQ + and NMB exists in the ground state in a 1:1 stoichiometry with the association constant of 22.2 AE 1.7 M À1 . The fluorescence quenching of the 1:1 complex was observed to follow the Stern-Volmer relation with the molecularity of one for NMB indicating that the ESPT of NM7HQ + occurs with the H-bonded chain of two NMB molecules. Our study highlights the cooperative nature of Hbonding in the chemical reactivity of amide in acid-base reactions as has already been reported for alcohol. K E Y W O R D S amide, chemical kinetics, cooperativity, diffusion, excited-state proton transfer, hydrogen bond