Touch can inspire munificence towards those you trust

A touch of generosity
Aug 14th 2008
From The Economist print edition

Touch can inspire munificence towards those you trust


PEOPLE touch each other a lot, even strangers. We shake hands, slap backs, kiss and caress. Such behaviour can increase co-operation, which is good from an evolutionary point of view. It has even been shown that waitresses who touch patrons tend to be tipped more generously.

It is known that stroking rats can raise the level of oxytocin, a hormone active in the brain and implicated in various social interactions, such as maternal attachment. In humans higher oxytocin levels have been linked to physiological phenomena like contractions during childbirth, or orgasm. But the link to physical contact is so far unclear. Interestingly, the level of hormone appears to rise in people who are trusted. And more of it seems to inspire greater generosity towards strangers.