BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2023

Date of Submission



Dr. Sahar Nadeem Hamid, Assistant Professor and Chairperson Social Sciences & Liberal Arts

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


This research project examines the impact of the two advertisement tools (jingles and non-jingles) on the implicit learning of individuals. Experiments were conducted, following a between group design, to test the hypothesis. A total of 52 university students (26 male; 26 female), were recruited for the experiments, between the ages of 18-25. A self-developed implicit learning test was used to quantify and assess the implicit learning on the individuals. All the data during the experiment was collected through the Google form, which was then analyzed. A t-test was done by entering the relevant information into the SPSS Version 23. The results aligned with the hypothesis that the use of jingles in advertisements lead to greater implicit learning compared to the use of non-jingle advertisement tools.



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