How much does wood type affect your guitar tone?

[Andysounds91]

I've been playing guitar for a while now and I'm starting to dive deeper into the whole tone thing. I've noticed some guitars really resonate differently depending on the wood they're made from. I mean, can using a mahogany body versus a maple one really change how the sound comes out? I play mainly acoustic, and I've wondered why my friend's spruce-topped guitar sounds so much brighter than my cedar one.

Just curious about your experiences with different wood types and how you feel they impact overall sound character, sustain, and resonance. Is it just a load of marketing, or is there something to it? What have you guys noticed with your own gear?