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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  • http://profile.yahoo.com/LCRQONDY3QDYYSB322XIWUEJJ4 HenryD

    Follow up study to see if where they touch you matters.

  • http://pulse.yahoo.com/_ZJRXQ6RHS5QPRP3QX5HZDKRZLE Jeremy

    Hear that ladies, you can continue scamming people using your bodies and the Modern Media actually Condones it!   Really interesting but I don’t buy it, I’m sorry, but if a waitress touches me in order to get me to buy a beer, I think I would notice it, but that’s because I’m not a white knight or a “lady yes man” I would honestly be like “why are you touching me?” and stare at her dead serious.  Girls think it’s cute, waitresses love to do this for more of a tip, if you buy into it you are that “guy”  you are the “mark”  you are the lowest common denominator.  Not to mention, anyone that drinks alcohol is kind of a doofus anyways.

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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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