Entertainment/Leisure venues are very aware of the effects that the environment-in this case, music – can have on in-store sales volume, product choices and consumer time spent in the immediate vicinity.
In most bars across,lowering the lights, signals the real beginning of night-time fun: with dimmed lights and alcohol beginning to work its magic the business of loosening up after the day’s exertions can truly begin.
Turning up the music louder, that people are forced to shout to hear each other isn’t beneficial to social interactions,hence the bar becomes even more noiser and soon people give up trying to communicate and focus on drinking,meaning more alcohol consumed.
Of course this is exactly what bar owners are hoping for. People sitting around quietly nursing their drinks for hours are no good for profits.
Talkers aren’t the best drinkers. At least that is the received wisdom in the industry. And this received wisdom turns out to be accurate according to field studies conducted in French bars by Professor Nicolas Guegen and colleagues.
“Previous research had shown that fast music can cause fast drinking, and that music versus no music can cause a person to spend more time in a bar,” said Nicolas Guéguen, a professor of behavioral sciences at the Université de Bretagne-Sud in France, and corresponding author for the study. “This is the first time that an experimental approach in a real context found the effects of loud music on alcohol consumption.
On top of that, from the point of the view of the participants in the research, I think it would definitely enhance your night-out to find out that you’d been inadvertently furthering psychological science by sinking a few cold ones.Or is that just the researcher (or beer-drinker) in me coming out?
Some people think that people drink instead of talking while others have argued that they drink more because the music creates greater levels of arousal, which then leads to more drinking.
To add on the results of the research,for me as a Dj;in my experience the kind of music i play also can influence people to drink more,less,faster or slower.