ABSTRACT
The chapter analyzes and discusses the sense of sound, which is considered to be one of the most intimate senses of the human's five senses. The chapter also discusses how various factors affect individuals affections, cognitions, as well as their actual behaviors in the different buying and consumption processes. The sense of sound plays a crucial role in an individual's perception and experience of his/her environment, because it is always on and contributes to shaping a person's identity. Sound is used almost daily to communicate with and convince consumers, as well as to strengthen a brand's image in consumers minds. The elements that fit with the brand receive significantly better results in terms of advertisement recognition, brand awareness, and purchase intent in comparison with the music that does not. Music therapy is used to create physical, emotional, and mental well-being, which can lead to a positive attitude to life and good self-esteem.
