Stranger's touch in shops - effect on customers

 

JANUARY 3, 2012 Tue

A Stranger's Touch While Shopping Is a Turn-Off

Shoppers in a UK store were negatively affected by a stranger's seemingly accidental touch on the shoulder, particularly if the toucher was male, says Brett A.S. Martin of Queensland University of Technology in Australia. The touched shoppers evaluated brands more negatively, spent less time in the store, and reported that they were willing to pay about 40% less for a particular item than untouched shoppers. Prior research shows that customers respond favorably to intentional touch, such as from store employees.

Source: A Stranger's Touch: Effects of Accidental Interpersonal Touch on Consumer Evaluations and Shopping Time