Individual Differences in Interpersonal Touch: Development of the “Comfort With Interpersonal Touch” Scale

Joann Peck, University of Wisconsin - Madison, USA
Andrea Webb, University of Wisconsin - Madison, USA
This research details the development of the ‘Comfort with Interpersonal Touch’ (CIT) scale designed to measure individual differences in interpersonal touch tendencies and preferences. We propose five underlying dimensions that influence perceptions of touch: source, relationship, gender, type, and context. Preliminary studies have been conducted to further our scale development. This scale promotes research that informs business negotiation and persuasion across varying individuals and cultures.
[ to cite ]:
Joann Peck and Andrea Webb (2011) ,"Individual Differences in Interpersonal Touch: Development of the “Comfort With Interpersonal Touch” Scale", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 771-772.