2. Similarly, music in doctors' and dentists' offices is used to relax
       patients and calm anxieties.  In some cases, music has been used as
       an aid in pain reduction.
    3. Music in retail establishments is used to partially sedate the shopper,
       making him/her more receptive to marketing stratagems.
    4. Music at sporting events is used to inspire enthusiasm for the home
       team (fight songs, Alma Maters, etc.).
    5. "The Star-spangled Banner" and other patriotic tunes are played on
       July Fourth celebrations (and other times) to inspire a feeling of
       pride and patriotism.
    6. Music accompanies movies and television shows and is used to affect
       the viewers emotions and expectations.  For example, when the camera
       slowly proceeds up a dark path with woods on either side, the presence
       of "spooky" music heightens our expectation that someone is going to
       jump out from behind a tree, brandishing a knife.  We become nervous
       and apprehensive; we tighten up and hold onto our seats; our pulse
       and heartbeat quicken.  These affects would be less likely if the
       music at that moment were the theme song from "I Love Lucy!"
    7. When you think about it, dancing is a rather silly-looking activity.
       Next time you see a dance floor filled with people, imagine the same
       exact scene, but without music.  Kinda stupid, isn't it?  Either people
       would be jumping spastically around for no apparent reason (fast tune),
       or they would be draped over each other in a near-motionless embrace
       (slow tune).  What makes this silly behavior OK?  MUSIC!
    8. Bugle calls and marches have historically been used to intensify
       courage on the part of men in battle.  The right music prepares us
       to charge over that next hill, bayonets poised, ready to meet the
       enemy (or our own death).
    9. When we are entering church on Sunday mornings, we are greeted with
       the reverent sounds of an organ.  Choirs sing songs of praise.  The
       congregation sings hymns of faith.  All of this is done for a reason.
       It reinforces and enhances our reverence, our faith, our love of God,
       and our determination to live letter lives.
   10. An entire industry today is based on the idea that people will put on
       skimpy outfits and travel miles away several times per week for the
       purpose of exercising and sweating.  And they'll pay for the privilege!
       Without music, this activity is just plain hard work.  With music, it's
       fun!  Jazzercise and similar exercise-to-music activities are flourish-
       ing all over the nation.
   11. Perhaps the best example of music affecting behavior is the commercial
       jingle.  The Sears, Penneys, Toyotas, Dr. Peppers, and Budweisers of
       the world spend millions annually on catchy advertising slogans set to
       music.  I'll have more to say about that later.  For now, let's assume
       that the companies which spend hundred [sic] of thousands of dollars to get
       their musical jingle on a Super Bowl broadcast for a few seconds are
       really not stupid!  They know exactly what they are doing.  They know
       that such a message will increase the likelihood of the listeners
       buying their services or products.  It works.

B. Music is an aid in verbal retention.  Studies (Lathom, 1970; Mann, 1979;
   Wintle, 1978) have shown that we can memorize and retain verbal infor-
   mation better if that information is presented in a short, catchy musical
   setting.  The makers of Sesame Street certainly knew that and used it
   most effectively in teaching letters and numbers via their "commercials"
   for the letter K or the number 8.  Currently a hotel chain is running a
   national advertising campaign in which they sing their telephone number.
   They are correct in thinking that it is more likely to be remembered be-
   cause of the catchy rhythmic/melodic context.  Once implanted, such verbal
   information stays with us a long time.  For example, if I say, "Oh what
   a feeling, - - -, " I'll bet you can fill in the blank with a car manu-
   facturer's name.  You can probably even sing the tune--in rhythm!  How
   many other jingles can you still remember from years ago?  Try "Baseball,
   hot dogs, apple pie, and - - - ," or "Wouldn't you like to be a  - -  too,"
   or "See the USA in your - - - ."  That last one is thirty years old!