UNDER REVIEW: A systematic review and meta-analysis of consumers' behavioral responses to interpersonal touch

This meta-analysis shows results from over 30 years of research that indicatesconsumers generally respond positively to being touch in various business scenarios, however,they respond negatively when touched by other consumers and not employees – there is mediumsized positive effect on behavioral outcomes for touch, with a stronger effect for consumers fromEuropean countries, some of which are especially known for the high acceptance of touchingbehaviors.