Reading a salesperson’s face: An experimental study employing real-time response measurement

Author(s)
Sandra Pauser, Udo Wagner
Abstract

Sales research provides considerable support for the effectiveness of nonverbal communication. Despite its
importance, the difficulty of measuring nonverbal cues persists. This study introduces an objective approach
for measuring nonverbal behaviors in a sales context with a facial reader. We contribute to the sales literature
by relating facial expressiveness to customer responses, measured in real-time by means of a program
analyzer, which allows evaluative measures simultaneously while being exposed to sales presentations.
Results indicate differences in customers’ reactions according to the facial expressiveness of the salesperson.
Besides managerial implications, this study offers guidance on how to improve sales performance.

Organisation(s)
Department of Marketing and International Business
Publication date
2020
Peer reviewed
Yes
Austrian Fields of Science 2012
502020 Market research
Keywords
Portal url
https://ucrisportal.univie.ac.at/en/publications/0eae0178-b27c-4c1e-9bee-3fe24488c471