Marketing Letters

, Volume 3, Issue 1, pp 49–55

Effects of physical contact on customers' shopping time and behavior

  • Jacob Hornik

DOI: 10.1007/BF00994080

Cite this article as:
Hornik, J. Marketing Letters (1992) 3: 49. doi:10.1007/BF00994080


Touch is considered an important factor in various social situations. The present results show that touching customers in the store increased their shopping time, their evaluation of the store and also the amount of shopping. The findings suggest that interpersonal touch can be an important aid to salespeople and servers.

Key words

Interpersonal touchPhysical contact

Copyright information

© Kluwer Academic Publishers 1992

Authors and Affiliations

  • Jacob Hornik
    • 1
    • 2
  1. 1.Tel Aviv UniversityIsrael
  2. 2.University of ChicagoUSA