Touch In contact cultures people touch more, face each other more directly and stand closer. Western societies belong to contact cultures. In non-contact cultures people touch less, face each other less directly, and stand further apart(Argyle and Cook, 1976). Asian cultures are non-contact cultures For instance, in Japan people do not look each other in the eye much(Morsbach, 1973). Too much gaze is regarded as disrespectful, threatening or insulting by Asians(Argyle and Cook, 1976. However, too little gaze is interpreted as not paying attention, impolite, insincere, dishonest or shy