Abstract
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 woman 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.
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