Do Not Touch Me, But Please Do: Consumer Misjudgment of Comfort With Initiating and Receiving Interpersonal Touch

Andrea Webb, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Anders Gustafsson, Service Research Center, Karlstad University, Sweden
This research shows that people lack self-knowledge with respect to interpersonal touch preferences. Through lab and field studies, we examine how one's comfort with initiating and receiving touch impacts attitudinal and behavioral outcomes. Although people say they are uncomfortable with touch, the effects are not as negative as predicted.
[ to cite ]:
Andrea Webb, Joann Peck, and Anders Gustafsson (2013) ,"Do Not Touch Me, But Please Do: Consumer Misjudgment of Comfort With Initiating and Receiving Interpersonal Touch", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.