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The impact of environmental music on consumption was discussed and the "arousal" hypothesis and the negative effect of loud music on social interaction were used to explain our results.

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Research has shown that with some nonhuman primates, red is associated with greater sexual attractiveness of females, and recent studies found that a woman with red clothes increases attraction behavior in men. However, the mechanism that explains such behavior was not studied. In this experiment, we hypothesized that men overestimated women's sexual intent when wearing red clothing. Participants evaluated attractiveness and the sexual intent of a woman presented in a photograph wearing a red, a blue, a green or a white tee-shirt. It was found that men evaluated higher sexual intent in the red clothing condition. It was also found that perception of the woman's sexual intent was not moderated by attractiveness rating.

The effect of background music on alcohol consumption has been widely researched in the literature, but few studies have tested the effect of sound level on drinking behavior. An experiment was carried out in two bars to test patrons' response to music's loudness. Using random assignment, patrons were exposed to a sound level which was higher than that usually employed in the bars in which the study took place. Analysis showed that a higher sound level than usual was associated with consuming more drinks. An "arousal" hypothesis is used to explain the findings.

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