Noisy bars / Sweeter drinks

In Uncategorized on January 9, 2012 at 3:51 am

Alcohol tastes sweeter in noisy environments, and in particular when music is played, research has found.

And drinkers find it more difficult to distinguish alcoholic strength when exposed to music, leading to increases in alcohol consumption, the University of Portsmouth research concludes.

The news offers a new opportunity to bartenders to manipulate customers’ drinking experiences through the strategic use of music, but further highlights issues for drivers, the bar industry and local authorities.

The findings build on earlier research which has found there is a correlation between speed of drinking and the quantity of consumption when louder and faster music is being played, while other work has also shown that manipulating volume affects perceptions of freshness in certain foods.


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