Cet article présente une expérience visant à évaluer l'influence de la musique sur les réponses à la publicité. D'une part, il s'agit de comparer l'impact des éléments structurels de la musique que sont le tempo et le genre avec deux variables subjectives (appréciation et congruence musicales). D'autre part, l'influence affective (appréciation) et l'influence cognitive (congruence) de la musique sont confrontées. Les résultats suggèrent que les variables subjectives sont plus influentes que la structure musicale. En outre, il apparaît que la musique peut agir simultanément par voies affective et cognitive et que le type d'implication (affective ou cognitive) peut modérer le poids relatif de chacune de ces influences.
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