It’s logical that digital connections might fulfill some of our physiological needs for social interaction. But research suggests the opposite. On-screen communications are “single-stranded,” devoid of physical texture. Cacioppo and Patrick explain why this matters. “Most face-to-face encounters in real life allow us to communicate through even more subliminal cues — body chemistry, body language, action semantics, mimicry — in addition to words and gestures. Once again, the mind that seeks to connect is first about the body and leaving the body behind can make human connections less satisfying.”
As marketing executives turn exclusively to digital strategies, science seems to be telling us to tap the brakes and consider the holistic, physical aspects of human interaction.