This is so clever and so cynical. People in nightclubs experience a carefully designed evening, much like cows on a field. Really.

Yale Fox, a DJ from Toronto, has for the past few years been researching the effect music has on people, especially how it affects human behavior in nightclubs. His findings are very interesting and show how easily we can be guided into doing something, or rather buying something. All on a subconsciously level of course. Some of his findings include:

• Experienced DJ’s balance big hits, which makes people dance, with slower songs, which makes people go to the bar buying drinks instead of dancing.
• House music generates more cocktails and vodka sales.
• Rock music generates more beer sales.

Another thing that was particularly interesting, is if we’ve had a great time going clubbing and dancing, we tend to subconsciously give the credit for the successfully night to the liquor brand we drank. So the next time we go to the store to buy liquor, we buy that particular brand in search for creating that same good feeling and evening.

No wonder brands spend so much money associating themselves with different events, people and settings. Also, the reason clubbing is enjoyed so much by many people, is because when dancing with a group of friends, the brain produces a higher level of Oxytocin, which increases the level of trust you have towards the people around you and reduces fear and anxiety.

If you’re interested in some more tidbits, you’ll find them over at Teehan+Lax, which was just given a visit by Yale.

Image from VancityAllie.