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Salon.com reports on “a study conducted by the food company Unilever and the University of Manchester wanted to find out whether background sounds affect the perception of flavor. They found that people rated foods less salty and less sweet as noise levels increased. When noise levels decreased, the perception of those tastes increased. The results indicate that noise has a somewhat masking effect on taste ... Loud music may make the environment less pleasant to some people, but it can positively affect sales of alcohol. In a study conducted in two different bars, the researchers found that revelers ordered more drinks and drank their beer faster when the music playing in the background was fast and loud. When the sound track was played at a lower decibel level, drink sales were lower and the pace of drinking was slower. In other words, fast tempos beget fast-moving partiers who also, not incidentally, spend more money on drinks.”

You can read the whole piece here.
KC's View:
I think I’ve made this point here before .... that maybe retailers ought to be thinking harder about the music that people listen to in their stores. Instead of one soundtrack for the entire store, maybe there ought to be something different for the meat department, wine department, produce department, etc...

These days, I’d be looking for every advantage to give me an edge on the competition. Maybe this is one...