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Physical contact and financial risk taking.

Jonathan Levav¹, Jennifer J Argo

¹Columbia University, Columbia Business School, 509 Uris Hall, 3022 Broadway, New York, NY 10027, USA. jl2351@columbia.edu

Psychological Science

|June 18, 2010

Summary

A light touch from a female experimenter increased financial risk-taking by boosting feelings of security. This effect was not observed with male touch or handshakes, highlighting touch

Area of Science:

Psychology
Behavioral Economics
Social Neuroscience

Background:

Physical touch is a fundamental aspect of human interaction.
The psychological impact of subtle physical contact on decision-making remains underexplored.
Understanding factors influencing risk-taking behavior is crucial in economics and psychology.

Purpose of the Study:

To investigate the influence of minimal physical contact on risk-taking behavior.
To examine the mediating and moderating role of feelings of security.
To determine the boundary conditions of this physical contact effect.

Main Methods:

Conducted three experiments involving hypothetical and real financial payoffs.
Utilized a female experimenter to administer light, comforting shoulder pats.

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Assessed participants' feelings of security and subsequent risk-taking propensity.

Main Results:

A light, comforting pat from a female experimenter significantly increased financial risk-taking.
Feelings of security mediated and moderated the relationship between touch and risk-taking.
The effect was absent when touch was administered by a male and attenuated with a handshake.

Conclusions:

Subtle physical contact, particularly from a female, can enhance feelings of security.
Increased security due to touch leads to greater willingness to engage in risk-taking.
The nature of the physical contact (gender of toucher, type of touch) significantly influences its impact.