Loud music leads to more drinking in less time

The study, the results of which will be published in Alcoholism: Clinical and Experimental Research in October, showed that high sound levels can lead to more drinks being consumed in less time.

Researchers discretely visited two bars for three Saturday evenings in a medium-size city located in the west of France. The study subjects, 40 males 18 to 25 years of age, were unaware that they were being observed; only those who ordered a glass of draft beer (25 cl. or 8 oz.) were included. With permission from the bar owners, observers would randomly manipulate the sound levels (either 72 dB, considered normal, or 88 dB, considered high) of the music in the bar (Top 40 songs) before choosing a participant. After the observed participant left the bar, sound levels were again randomly selected and a new participant was chosen.

The authors suggest that this may happen either because loud music leads to high arousal and so faster drinking, or it may be that lound music prevents people from talking and so they drink more.