Masters Theses

Date of Award

6-1987

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Ron Taylor

Committee Members

Michael Stankey, Darrel Holt

Abstract

This study examines the effect of new melody familiarity on brand name recall using one jingle presentation. The research question was this; Will increased incidence of brand name recall be acheived by one presentation of a radio jingle that uses an unfamiliar melody if the subjects are previously exposed to the same melody? There were three groups of subjects in the experiment. The control group listened to a 42 minute tape of radio formatted music which contained an experimental jingle which incorporated an unfamiliar melody. The treatment given experimental group 1 differed only by the presentation of an experimental treatment in the form of the same unfamiliar melody which appeared in the tape before the experimental jingle. The treatment given experimental group 2 differed from the control group in that a very familiar melody was used in the experimental jingle. Educators often pair unfamiliar stimulus with a familiar stimulus to facilitate learning. Using a similar rationale, the hypothesis was that the control group would have the lowest incidence of brand name recall, group 1 an intermediate level, and group 2 the highest level. Strong covariation effects were discovered that were due to an ordering effect and total number of ads remembered. Although replication is needed to screen out these effects before a strong conclusion can be reached, according to the results there was no significant difference in recall at a .05 level for all three groups.

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