Marketing to the senses: Music gets under your skin.

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

A series of books and papers published in the last 10 years has questioned traditional models of advertising, arguing that rational messaging is less effective than emotional ads.
This has implications for pre-testing too, as the wrong things are measured by traditional ad testing approaches - but there are now supplementary methods.
This study used skin conductance responses (SCR) to understand subconscious responses to the music used in advertising.
By testing TV ads that had generated good business results (according to IPA Effectiveness rigour), it found that the music elicited subconscious emotional response