The midas effect: How somatosensory impressions shape affect and other-concern

Abstract

Studies exploring the influence of casual touch (e.g., a tap on the arm) on interaction partners identified a phenomenon called the Midas effect. In analogy to the Greek mythical figure Midas, whose touch turned everything into gold, casual touch promotes positive affect and other-concern. Compared to interactions without casual touch, those with casual touch leave touch recipients with more positive emotions and goodwill toward others. Here, we review the literature that established the Midas effect and explore a possible somatosensory basis. Specifically, we consider studies that independently modulated skin temperature, pressure, and velocity of tactile sensations and show that these modulations produced mental and behavioral changes in line with the Midas effect. Additionally, we discuss possible mechanisms by which somatosensory impressions affect emotional and social processing and outline existing links between both. Together, the literature reviewed here favors the idea that the Midas effect arises in a bottom-up manner from the stimulation of the skin and highlights the importance of interpersonal tactile exchanges for our personal well-being and the functioning of our social groups.