We know loud music can affect our hearing, but according to a study done by the University of Portsmouth and Alcohol Research UK, it can affect our taste as well. The results of the study, which were published in the online journal Food Quality and Preference, found our perceptions of the sweetness of alcoholic drinks changed when the decibel range of music did; which means we perceive drinks as tasting sweeter when listening to loud music. This study took 80 drinkers and made them drink vodka cranberry, while exposing them to a variety of different background noises. Those exposed to the sounds of loud music rated their drinks as being ‘sweeter’ than those listening to other background noises.
UK newspapers NME and Metro, briefly covered this study, which also found a possible link between individuals likeness towards these sweet drinks and the increased consumption of alcohol. However, this was inconclusive due to it being a quick 45 minute survey using a very specific range of participants and alcoholic drinks.
All I can say is, imagine how sweet those Cruisers would going to taste standing next to that nightclub speaker!
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