OP, maybe you know the term "Pavlov's dog"? The characters you described behave exactly like Pavlov's dogs. A dog is governed by instincts, but a human differs from animals by having a mind that God has given him in order for man to use it... If a person's behavior is guided by instincts, the question arises about his mental state. And there is nothing new in this article. Pavlov discovered classical conditioning probably 130 years ago...
It is not a fact that the author of the topic knows this concept well, but 100% of casinos know it more than perfectly, because behavioral factors are very easy to instill with the help of effects and, of course, sounds that we are talking about in this topic.
In general, the impact of sound on our thinking is very easily proven by the fact that we like to listen to musical themes from games or also musical themes from films. Although in essence it is just a set of sounds, but we associate it so strongly with the artistic performance that we experienced that we literally see it again before our eyes.