Abstract The present study examined memory capacity as in the original Stroop effect experiment. In a between subject experimental design 91 undergraduate students from three introductory psychology courses were tested across three conditions. In the first condition (condition 0), participants were shown logos and brand names congruent to each other time, while participants in the second and third conditions (condition 1 and 2 respectively) were shown incongruent logos and brand names, for a limited amount of time. Each group were then asked to write down what they remembered (brand names for condition 0 and 2, logos for condition 1), and number of correct answers were measured. The finding of the study indicated that participants in condition 0 and 1 did better at recalling than those in condition 2. The Stroop effect examines the ideas of cognitive control and working memory capacity. The Stroop effect is able to test these ideas by using the theory of item-specific control that questions if the brain is able to ignore certain cues. For example, in a picture-word Stroop effect (MacLeod & MacDonald, 2000), people were shown pictures of animals with different words written below of the identified picture. For example, a picture of a pig had the word cat written beneath it. Thus, the response time was slower compared to the actual word of the identified picture. In the Stroop effect done by Stroop, the experiment was tested by using colours. The experiment focused in comparing the ink colour to the actual word (the word “red” printed in green ink). The participants were asked to record the colour of the word. If the colour and word meaning matched, few errors were made. For an example, the words were all written in black ink. This trial acted as a control experiment. Whereas in the experimental group, the words were printed in different colours, incongruent to their word meanings such as the word “red” printed in green ink. Once the words became incongruent to the colours, participants with a lower working memory capacity took extra time to respond and made more errors. The researchers noticed that working memory capacity was a cause. Participants who have a higher working capacity made fewer mistakes in both trials of the experiment. There have been many studies testing the Stroop effect but this study will focus on the musical Stroop effect. This theory has the same idea of the original Stroop effect but instead uses musical notes that are congruent and incongruent with the picture of the note (Zakay & Glicksohn, 1985). They tested the effect by writing down notes at different points on a staff and asked the participants to name the notes verbally while ignoring the printed name. The issue with this study is that it is set to a certain population. The second issue is that it goes against musicians’ automatic processing. Since there is a delay when reading the notes, the automatic processing becomes controlled, therefore the time for the musicians’ to play through the piece of music increases. In another study by Verbruggen & Logan, the stop sign signal test, countered an automatic act such as running a stop sign. The participants were told to ignore their automatic response and to proceed with the given instruction. The participants were shown a go signal and shortly after, a stop sign. They were told to ignore the stop sign and proceed forward. If a participant was able to get through the signs without delay, the next task that they had to complete was easier. However if any delay was shown, the next task became difficult. This experiment helped test the idea of cognitive control and recall time. Even though this study is not a typical Stroop effect experiment, it still helped to test the automatic cognitive processing. Even though there have been many studies relating to the Stroop effect, each experiment was not able to test and show the same results as the original. The idea of the Stroop effect has been used for many different experiments; however, none of the experiments used well-known logos and brand names. People are exposed to logos and brand names every day as advertisements are repeated often in our daily lives. Therefore, the more people are exposed to an advertisement, the more likely people will remember it [ CITATION Sta12 l 1033 ]. This will allow us to link exposure to how well people can recall a brand, specifically when a logo is incongruent with the brand indicated. The hypothesis of our proposed study is that the participants with the congruent logos will have better results than those with the incongruent logos. Since there are two conditions in the incongruent logos variable, the participants that must recall the logos will have better results than those