Thrive in our connected world

Kiss a Customer: The Science of Kissing and Digital Marketing

Check out this short video to see how the science of kissing can help digital marketing get past the “I’ve touched my iPhone more than I’ve touched my partner this month” syndrome which means that technology is actually making us less intimate…  

Bottom line, kissing – the romantic kind – is a bonding ritual for compatibility testing.  A kiss only burns about 2-3 calories, but we learn a lot about who we are kissing when we kiss. Kissing is an excuse to get into close proximity to pick up signals of mutual compatibility and desire – we see close-up the facial and lip symmetry/fullness that are a sign of good genes, the clear bright eyes, good teeth, good breath and body scent that also subconsciously give us clues to genetic compatibility and health (we prefer the smell of partners who have different immune systems to our own).  And through kissing we communicate our desire – and based on the micro movements of the other – lean forward or back – we get to gauge their desire (or lack of).  If all goes right, we bond – and we become one.

All this means nature has made kissing pretty much irresistible to us – the action pretty much produces the same neurochemical high as breast feeding (same head tilt, same facial muscles, same lip puckering).  Indeed kissing is pretty much breastfeeding for adults.  Interestingly, we’re more likely to remember our first kiss more than our first sex.  

But a chemical high is not why you should kiss your customer.   Prostitutes may avoid kissing their customers to prevent bonding between them, which is precisely the reason you should kiss them.  To bond. Metaphorically kissing a customer is all about signalling your passion for them, and inviting them to check out compatibility – that you are really what your customer desires.  Are you willing to open up and let your customer see you for what you really are?

Reference: Kirshenbaum. Sheril (2011). The Science of Kissing: What Our Lips Tell Us. Grand Central Publishing.

Written by
Dr Paul Marsden
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Digital wellbeing covers the latest scientific research on the impact of digital technology on human wellbeing. Curated by psychologist Dr. Paul Marsden (@marsattacks). Sponsored by WPP agency SYZYGY.