A study showed that a light touch on a person’s shoulder made that person more willing to choose a riskier option when deciding between a riskier option when deciding between a sum of money or taking a chance on either getting a larger sum or not.
This has only worked with female touchers and worked for both male and female subjects.
We don’t tend to think about touch as part of marketing but it can be used too. After all, from all our senses touch is the only one that is received by any part of the body. It is extremely important to us.