An investigation of salespeople's nonverbal behaviors and their effect on charismatic appearance and favorable consumer responses
- Author(s)
- Sandra Pauser, Udo Wagner, Claus Ebster
- Abstract
The concept of charisma has gained considerable interest among social scientists in multiple disciplines. Nevertheless, research on charisma in the marketing field is scarce, and little is known about which specific nonverbal behaviors predict perceived charisma and lead to positive consumer responses. Therefore, the aim of this article is to identify nonverbal behaviors that lead to a salesperson’s perceived charisma in a personal selling context by means of high-precision, time-locked coding. This research explores aspects of body language that differentiate salespeople from each other and investigates whether such differences are antecedents of perceived charisma. The findings indicate that certain arm actions, arm postures, and action functions have a significant effect on charismatic appearance and can in turn produce favorable attitudes toward the salesperson.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Journal
- Journal of Personal Selling and Sales Management
- Volume
- 38
- Pages
- 344-369
- No. of pages
- 26
- DOI
- https://doi.org/10.1080/08853134.2018.1480383
- Publication date
- 2018
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Marketing, Business and International Management
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/343575f0-5380-4e43-8ef6-0b9d88b998d7