Interesting. -----Original Message----- From: BG Greer, PhD [mailto:[log in to unmask]] Sent: Monday, September 30, 2002 2:01 PM To: [log in to unmask] Subject: TV Commercials and Watson Once upon a time, there was a very handsome Harvard professor named Watson. He was a psychologist and specialized in learning theory and preceded Skinner. His specialty was paired associate learning (matching one thing with another). Being very handsome he was quite the lady's man. One day in his Harvard office he was caught in a most compromising position with a female grad students and was fired. He left Harvard and went to Madison Ave and that is where the ingenious idea of pairing jingles with products originated. At least, that is what we were told in a psych history class. Bobby