Can music make you go insane

Did you ever wake up in the back of a taxi after a long night of tossing down cognac and prune juice and wonder how your pants got replaced by a thick but clumsily applied coat of colorful body paint? Well, now there's something to blame it on besides your bad childhood: music.

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What they play in the bar doesn't just affect how much you drink, but what you drink.


Nothing goes with Lady Gaga like cheap, awful tequila.

How the hell does music do that?

Did you know you can make a person buy more expensive wine just by playing classical music? Experiments prove it. It makes people feel like they're in a wine commercial or in a movie depicting refined, snooty rich people. OK, that one sort of makes sense -- we doubt anyone ever drank Wild Irish Rose while listening to Vivaldi.

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But in another blind study, different types of music playing in the background caused drinkers to change how they'd described the drinks they already had. Laid-back music led people to rate drinks as "mellow," and upbeat music resulted in more people calling their drinks "refreshing." Even stranger, in another study researchers placed German and French wines in supermarkets, with small flags next to each display so customers could tell which countries they came from. They then played some unobtrusive international music in the background. When German music was played, the percentage of German sales rose, and vice versa.


Listening to this would inspire us to drink, too.