GLOBAL: The louder the music, the more we drink - research
A recent study from the Université de Bretagne-Sud in France has found that the louder the music is in a bar the more people drink.
Researchers observed 40 male subjects aged between 18 and 25 in French bars on Saturday nights in a medium-sized city in western France. Sound levels of top 40 songs were randomly manipulated at either 72dB (considered normal volume) or 88dB (considered loud).
Results showed that high sound levels led to increased drinking, within a decreased amount of time.
Author of the study, Professor Nicolas Guéguen, believes the reason for the increased drinking is related to arousal or lack of human interaction.
"High sound levels may have caused higher arousal, which led the subjects to drink faster and to order more drinks, loud music may have had a negative effect on social interaction in the bar, so that patrons drank more because they talked less," he said.
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