If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

No abstract

Although advertisers believe that jingles are an effective way to communicate advertising slogans and regularly use jingles, prior research on the use of music in advertising does not always substantiate this belief. An inadequate consideration of how individuals process jingles as opposed to verbal material presented with background music partially explains the discrepancy. In addition, a review of advertising and psychological research on mnemonics and verbal information presented with or without music suggests conditions when presenting advertising slogans as musical jingles enhances memory and when it does not. Two experiments are presented supporting the importance of these conditions, and their results are used to suggest situations in which musical jingles should be used and appropriate research methods to evaluate advertising that employs jingles. 268This document is copyrighted by the American Psychological Association or one of its allied publishers.This article is intended solely for the personal use of the individual user and is not to be disseminated broadly.

No abstract

Polysemous brand slogans have multiple meanings that may convey several product attributes. We build on extant research by suggesting that some consumers automatically access multiple meanings of a polysemous brand slogan, whereas others access only a single, immediately available meaning. A novel measure of automatic access to secondary meaning (the Secondary Meaning Access via the Automatic Route Test, or SMAART) is developed to capture this individual difference and show its consequences for consumer responses to polysemous slogans with unfavorable secondary meanings. The automatic-access account is further validated by employing the Implicit Association Test (Greenwald, McGhee, and Schwartz), suggesting that the unconscious impact of polysemous brand slogans can be more influential than intuitively expected. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..