When Gueguen et al. manipulated the music volume in a bar in the west of France, their suspicions were confirmed: louder volumes correlate with higher alcohol consumption.
[T]urning the music up so loud that people are forced to shout at each other doesn’t have quite the same beneficial effect on social interactions. Because everyone is shouting, the bar becomes even noisier and soon people start to give up trying to communicate and focus on their drinking, meaning more trips to the bar, and more regrets in the morning.
Now I’ve got a good excuse for those hangovers: the psychologists made me do it.
via Mind Hacks