Answers are grounded in this paper and cite their sources.
Music intensifies pictures and colors words. It enriches the key messages and stimulates the listener, and often adds a form of energy available through no other source. Music may well be the single most stimulating component of advertising, and neither the diagnosticians nor the testers are giving it sufficient attention or credit.
No takes yet. Share an insight, caveat, or question.
Sidney Hecker (1984) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: