According to a new study carried out by researchers at the University of Portsmouth (United Kingdom), sound can influence the amount of alcohol we drink , leading us to drink more than we would in a quieter environment and without so much noise .
In the experiment carried out by the English experts, the perception of sweetness or better taste in beer was significantly higher when the participants listened to music compared to when they consumed it silently or when they listened to the news. Furthermore, regardless of their actual alcohol level, the volunteers perceived alcohol much less with music than in silence. As a result, the participants were more inclined to drink more beer.
In light of these results, the researchers concluded that music was capable of changing the taste of alcohol, which can also modify our perception of its strength or amount of alcohol, leading us to drink more.
“One possible explanation is that people have little ability to estimate the alcohol content of beer through taste,” the researchers note. Hence, due to our natural inclination towards sweet foods, we tend to drink more.
” There may be a potential use towards excessive consumption when the drinks are too sweet or the music is fast and loud enough, because the human brain is wired to seek pleasure, ” clarifies Lorenzo Stafford, a researcher at Portsmouth.
The study has been published in the journal Food Quality and Preference.
