NCBI ROFL: If you want to sell more alcohol, touch your customers.

By ncbi rofl | April 20, 2012 7:00 pm

The effect of waitresses’ touch on alcohol consumption in dyads.

“A total of 96 men and 48 women participated in a study on the effect of touch in the natural setting of public taverns in the United States. Participants in the same-gender (men-men) or mixed-gender dyads were either touched or not touched by waitress confederates. Regardless of dyad type, participants who were touched consumed more alcohol than participants who were not touched. Men in the mixed-gender dyads consumed more alcohol when the women was touched. Same-gender (men-men) dyads aggregately consumed more alcohol than mixed-gender dyads. The results are interpreted in terms of the environmental cues and the dynamics of the group.”

Photo: flickr/zoonabar

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NCBI ROFL is the brainchild of two Molecular and Cell Biology graduate students at UC Berkeley and features real research articles from the PubMed database (which is housed by the National Center for Biotechnology information, aka NCBI) that they find amusing (ROFL is a commonly-used internet acronym for "rolling on the floor, laughing").Follow us on twitter: @ncbirofl


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