Cross cultural understanding: a handbook to understand others’ cultures

C.
 
Touch (Haptics) 
Question: Why do we touch, where do we touch, and 
what meanings do we assign when someone else touches us? 
What do you think is happening here? 
An African-American male goes into a convenience store recently 
taken over by new Korean immigrants. He gives a $20 bill for his 
purchase to Mrs. Cho who is cashier and waits for his change. He is 
upset when his change is put down on the counter in front of him
. 
What is the problem? Traditional Korean (and many 
other Asian countries) don‘t touch strangers., especially 
between members of the opposite sex. But the African-
American sees this as another example of discrimination (not 
touching him because he is black). 
Touch is culturally determine, but each culture has a 
clear concept of what parts of the body one may not touch.
Basic message of touch is to affect or control — protect, 
support, disapprove (i.e. hug, kiss, hit, kick). Here are some 
examples: 
In USA, handshake is common (even for strangers), 
hugs, kisses for those of opposite gender or of family 
(usually) on an increasingly more intimate basis. Most 
African Americans touch on greeting but are annoyed if 
touched on the head (good boy, good girl overtones). 
Islamic and Hindu: typically don‘t touch with the left 
hand. To do so is a social insult. Left hand is for toilet 

---

92 | Cross Cultural Understanding 
functions. Mannerly in India to break your bread only 
with your right hand. Islamic cultures generally don‘t 
approve of any touching between genders (even hand 
shakes). But consider such touching (including hand 
holding, hugs) between same-sex to be appropriate. 
Many Asians don‘t touch the head (Head houses the soul 
and a touch puts it in jeopardy). 
What do you think is happening here? 
A European manager who came to work in the US of an insurance 
company was pleased to find that he had an excellent secretary. After 
she had completed another piece of work long before the deadline, he 
went up t
o her, tapped her on the shoulder and said, “Thanks again. 
It really is such a help that you are here”. Her response was to 
complain to the boss. 
The situation above show that where, how, and how 
often people touch each other varies widely across cultures. 
In the USA, the actions of some male employees touching 
female employees, whether innocently or otherwise, has 
given rise to law suits for sexual harassment. When and how 
often people shake hands varies widely too. A group of 
British investment bankers felt that their German colleagues 
shook hands excessively. In other cultures, hugging or kissing 
are more appropriate forms of greeting, even in a business 
context.

---

Cross Cultural Understanding | 93