Handshake Indeed Makes Difference in Interaction, Proves a Study

A hand shake is a very simple gesture, but definitely plays a crucial role in determining how others perceive you. It is vital for personal branding. A latest study provides an insight into just how important the practise is to the evaluations we make of subsequent social interactions.

This study, led by Beckman Institute researcher Florin Dolcos and Department of Psychology postdoctoral research associate Sanda Dolcos  says, "a handshake preceding social interaction enhanced the positive impact of approach and diminished the negative impact of avoidance behavior on the evaluation of social interaction."

This provides a scientific basis to the long held beliefs about the important role a handshake plays in social or business interactions.

"We found that it not only increases the positive effect toward a favourable interaction, but it also diminishes the impact of a negative impression. Many of our social interactions may go wrong for a reason or another, and a simple handshake preceding them can give us a boost and attenuate the negative impact of possible misunderstandings," the researchers said.

 For the study the researchers basically focused on the approach and avoidance behaviors in social interactions.  Samples of functional magnetic resonance imaging (fMRI), skin conductance, and behavioral responses were collected from nearly 18 male and female volunteers. These volunteers watched and rated animated videos of non verbal guest host interactions in a business setting. Analysis of the fMRI data focused on brain areas from the social cognition network.

The results showed "increased sensitivity to approach than to avoidance behavior in amygdala and superior temporal sulcus, which were linked to a positive evaluation of approach behavior and a positive impact of handshake." In addition, the researchers wrote, the "nucleus accumbens, which is a reward processing region, showed greater activity for handshake than for no-handshake conditions" -- thus demonstrating a link to "the positive effect of handshake on social evaluation."

 "The regions of the social cognition network are commonly engaged when people are assessing the intentions of others," Florin Dolcos said. "They had been identified before and people who have difficulty in interactions, like people with autism, have reduced response in this region.

"But, unlike previous studies, we simulated approach and avoidance behaviors using animated characters that displayed obvious interest or indifference for further interactions. This is the first time that such a manipulation was used in a relevant context."

According to the researcher the use of animated videos with human figures interacting in a defined social context helped in taking this study forward.

"Previous research investigating social interactions has used static instead of dynamic social stimuli, or focused only on faces," he said. "However, in everyday life people are typically involved in dynamic interactions with others in a defined social context. I think that is what sets this study apart."

Sanda Dolcos summed up the results: "Overall, our study not only replicated previous reports that identify activity in regions of the social cognition network, but also provided insight into the contribution of these regions into evaluating approach and avoidance social interactions, and grant neuroscientific support for the power of a handshake."

Florin Dolcos suggests that it is just not the handshake that leads to positive feelings, but it is particular way of handshaking that counts such as a firm, confident, yet friendly handshake as is often promoted as good business practise.

"In a business setting this is what people are expecting, and those who know these things use them," he said. "Not a very long time ago you could get a loan based on a handshake. So it conveys something very important, very basic. Yet the science underlying this is so far behind. We knew these things intuitively but now we also have the scientific support."

The paper published online and for the December print issue of the Journal of Cognitive Neuroscience.