Loud Music Makes People Drink More: Study

By Annette Shailer

Loud music in venues has been linked to increased drinking, according to a French study released last week.

The results were published in the journal Alcoholism: Clinical & Experimental Research, and reported that louder music encouraged drinkers to down a glass of beer about three minutes more quickly.

The research team observed 40 men aged between 18 and 25 drinking beer at two bars over three Saturday nights.

The study found as the music got louder the average number of drinks ordered by participating patrons rose to 3.4 drinks from 2.6 drinks, with the time taken to drink a beer falling to an average 11.45 minutes from 14.51 minutes.

Universite de Bretagne-Sud behavioural sciences professor, Nicolas Gueguen, who led the study, said consumers should be aware that loud music can affect drinking habits. “We have shown that environmental music played in a bar is associated with an increase in drinking," he said.

Drinkwise Australia CEO, Dr Mike MacAvoy, said he had not seen the study but that if a patron did not like the music then perhaps they would drink up more quickly to leave for another venue.

“I would think it is not necessarily loud music as such, but more the environment and context of the situation that may cause an increase in drinking,” he said.

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[Wed 23/07/2008 02:13:34]