This thesis examines the impact of music upon a range of dependent variables within advertising and service environment contexts. Chapter 1 introduces key theoretical concepts. Chapters 2 and 3 review previous empirical studies focusing upon cognitive and affective responses to music in advertising and service environments, and identify the positive influence of musical congruity upon consumers. Chapters 4-8 involve original experimental studies. The results of research reported in Chapter 4 show how slow-tempo music produces higher levels of ad recall than fast-tempo music, while musical presence reduces ad recall. Chapter 5 describes a study in which three music timbres are superimposed over a no-music version of another ad. Results reveal positive main effects of timbre congruity upon ad recall and affective responses. Chapter 6 describes a study that superimposes congruous dance and incongruous classical music over ads for a university. Results show how dance music enhances the attractiveness of the university, while classical music has the opposite effect. Musical presence inhibits or enhances ad recall depending upon its congruity. The results of research reported in Chapter 7 show how an incongruous ad narrator reduces the attractiveness of the advertised university, desire to apply to study at the university, and recall. The results of research reported in Chapter 8 show that perceived wait duration is related positively to musical tempo, and related negatively to musical liking, while musical presence reduces mean perceived duration estimates. Slow-tempo music produces more positive affective responses than fast-tempo music. Musical presence enhances positive affective response with low crowd density, but diminishes it with high crowd density. Chapter 9 proposes directions for future research, particularly regarding the potential benefits of using purposeful musical incongruity in advertising.

Cette thèse cherche à faire progresser la prise en compte de la qualité de l'environnement sonore dans le cadre de projets de quartiers durables, en s'appuyant sur la notion de paysage et sur ses évolutions récentes. L'intégration de la dimension sonore du paysage dans la réflexion aménagiste permet de mieux comprendre les rapports que les habitants entretiennent avec leurs territoires de vie, et donc d'intervenir de manière opérationnelle avec plus de pertinence sur la qualité de vie en ville. La spécificité de cette recherche réside dans son approche, ni épidémiologique de l'environnement sonore telle qu'elle est menée actuellement par les politiques publiques, ni esthétisante du paysage, mais fondée sur le vécu sonore quotidien des habitants. Cette démarche nécessite la mobilisation d'outils appropriés pour décrire, interpréter et expliquer le paysage sonore dans sa globalité et à une échelle locale - celle du quartier. Une méthode de qualification du paysage sonore a donc été élaborée à partir du recoupement :• des discours d'acteurs des projets, recueillis lors d'entretiens semi-directifs et de l'étude de documents (le paysage raisonné) ;• d'un diagnostic urbanistique et paysager, effectué à partir de l'étude de documents, de relevés, de photographies et d'enregistrements audio (le paysage sonnant);• et pour la plus grande partie, d'entretiens auprès des habitants, de parcours commentés, de cartes mentales et de journaux sonores (le paysage auditif). L'ensemble a permis de qualifier les paysages sonores des quartiers durables allemands Kronsberg (Hanovre) et Vauban (Fribourg) à partir d'éléments comme les marqueurs sonores, les indicateurs de qualité sonore et une typologie sensible des lieux. Ces derniers sont révélateurs de la manière de vivre et de s'approprier l'environnement sonore des habitants et peuvent servir de leviers aux concepteurs et aux acteurs de l'aménagement dans le cadre de projets urbains et de paysage. / This thesis attempts to progress on the consideration of the sound environment quality within the framework of sustainable neighbourhood projects, by relying on the notion of landscape and its recent evolutions. The integration of the sound dimension of the landscape in the reflection on the planning allows to better understand the connections which the inhabitants maintain with their living territories, and thus to intervene in an operational way with more relevance on the quality of life in the city. The specificity of this research lies in its approach, neither epidemiological of the sound environment such as it is at present led by public policies, nor aesthetical approach of the landscape, but centred on the daily sound environment experienced by the inhabitants. This approach requires the mobilization of appropriate tools to describe, interpret and explain the soundscape in its entirety and to a local scale - that of the neighbourhood. A method of qualification of the soundscape was thus elaborated by cross-checking from :• speech from those involved in the projects collected during semi-directive interviews and the study of documents (the reasoned landscape) ;• an urbanistic and landscape diagnosis, made from the study of documents, statements, photos and audio recordings (the tuned landscape) ;• and for the most part research, interviews with the inhabitants, commented routes, mental maps and sound journals (the hearing landscape). The whole allowed to qualify the soundscapes of the German sustainable neighbourhoods Kronsberg (Hanover) and Vauban (Freiburg), drawing from elements such as the soundmarkers, the indicators of sound quality and a sensitive typology of places. These are revealers of the way to live and to possess the sound environment for the inhabitants, and can be used by the designers and by the planning actors as levers of the urbanism and landscaping projects.