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How Music Volume Shapes Drinking Behaviour in Social Spaces.

Writer's picture: Callie van der MerweCallie van der Merwe
Sep 1, 20232 min read

Updated: Jan 10

Insights to why People drink more and faster with popular music played at 88 decibels.

### The Role of Music Volume in Shaping Drinking Behaviour Music is a powerful tool in shaping experiences, especially in social settings like bars and restaurants. Beyond creating ambiance, the volume and type of music can significantly influence customer behaviour. Fascinating research reveals that popular music played at higher volumes not only quickens the pace of drinking but also increases overall consumption. By understanding the psychological effects of sound, venue owners can craft environments that enhance customer satisfaction while driving sales, showcasing the strategic impact of soundscapes on hospitality experiences. ### The Influence of Music Volume on Drinking Behaviour Music plays a pivotal role in defining our social environments, particularly in bars and restaurants. Its tempo, genre, and volume don’t just set the mood—they actively influence customer behaviour. A compelling study by McCarron and Tierney highlights how music volume can affect drinking habits, providing valuable insights into the subtle ways sound impacts consumption patterns. The study revealed that when popular music is played at a higher volume—specifically 88 decibels—patrons drink faster and consume more compared to environments with a more moderate 72 decibel setting. This was evident across various beverages, including soft drinks, where participants completed their drinks more quickly under louder conditions. This behavioural shift can be attributed to the psychological effects of sound. Louder music heightens arousal levels, creating a more energised and stimulating atmosphere. This stimulation encourages accelerated behaviours, such as quicker drinking, as individuals subconsciously sync their actions with the dynamic pace of their surroundings. Furthermore, louder environments often limit prolonged conversations, redirecting patrons’ focus to their drinks instead of social interaction. For hospitality venues, these findings offer strategic opportunities. Adjusting music volume during peak hours can subtly encourage higher beverage sales, aligning customer behaviour with business objectives. However, this strategy requires balance; excessively loud settings may alienate customers seeking conversation or a relaxed atmosphere. As Dr. Nicolas Guéguen, a researcher in environmental psychology, explains, **"Music, particularly its volume and tempo, can unconsciously affect behaviour, from the speed of drinking to the length of time patrons stay. This makes it a powerful tool for influencing customer experience and business outcomes."** Ultimately, McCarron and Tierney’s research underscores the nuanced relationship between music and behaviour. By tailoring soundscapes to the preferences and needs of their clientele, bar and restaurant owners can craft experiences that not only delight their guests but also achieve their business goals.
 

Music plays a powerful role in shaping our social environments, particularly in bars and restaurants. Its tempo, genre, and volume have been proven to influence not just mood but also customer behaviour. A compelling study by Anne McCarron and Kevin J. Tierney delves into the impact of music volume on drinking habits, revealing fascinating insights into how sound can subtly alter consumption patterns.


The study found that when popular music is played at a higher volume, specifically 88 decibels, people drink faster and consume more than they do in quieter environments. This effect was observed across different types of beverages, including soft drinks, where participants finished their drinks significantly quicker under louder music conditions compared to when the same music was played at a more moderate 72 decibels.


The reasons for this behavioural shift are rooted in psychology and sensory processing. Louder music tends to heighten arousal levels, creating a more energised and stimulating atmosphere. This increased stimulation can accelerate behaviours, such as drinking, as patrons unconsciously synchronise their actions with the heightened tempo of their surroundings. The study also suggests that louder music reduces the likelihood of prolonged conversation, leading customers to focus more on their drinks rather than social interaction.


For bar and restaurant owners, this insight presents a strategic opportunity. By adjusting the volume and type of music during peak hours, venues can subtly influence customer behaviour to drive higher beverage sales. However, the approach should be implemented thoughtfully, as excessively loud environments may detract from the overall customer experience for those who prioritise conversation or a more relaxed atmosphere.


Ultimately, McCarron and Tierney’s findings underscore the nuanced ways environmental factors like music shape our actions and decisions. By understanding these dynamics, hospitality venues can craft experiences that not only cater to their guests' preferences but also align with their business goals.


 

Information Reference Index:

The Effect of Background Music on Food and Beverage Consumption

The Influence of Music Tempo and Volume on Taste Perception

Impact of Loud Music on Alcohol Consumption in Bars

Environmental Music and Consumer Behaviour in Hospitality

Sensory Marketing: Research on Music and Its Role in Consumer Decisions



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