Sound level of background music and alcohol consumption: an empirical evaluation.

The effect of background music on alcohol consumption has been widely researched in the literature, but few studies have tested the effect of sound level on drinking behavior. An experiment was carried out in two bars to test patrons' response to music's loudness. Using random assignment, patrons were exposed to a sound level which was higher than that usually employed in the bars in which the study took place. Analysis showed that a higher sound level than usual was associated with consuming more drinks. An "arousal" hypothesis is used to explain the findings.