Crank It Up, Drink It Up

Since the volume of the music was randomly manipulated this experiment suggests that louder music causes more drinking, but what it doesn't tell us is why. Some 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.

Evidence from a study carried out in pubs in Glasgow, Scotland by Forsyth and Cloonan (2008) does back up the idea that people do, at least partly, drink because they can't talk to each other. Perhaps further studies comparing lone drinkers with dyads and bigger groups would confirm or disprove this idea.

Whatever the real reason, or combination of reasons, this kind of study is very persuasive about the causal connection between louder music and more drinking because the experimenters have taken the time to go to a bar, set up the random experimental manipulation and then actually observe people to see what they do in a real live environment.