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://ucris.univie.ac.at/portal/en/publications/reading-a-salespersons-face-an-experimental-study-employing-realtime-response-measurement(0eae0178-b27c-4c1e-9bee-3fe24488c471).html