Hearing what isn't said: Measuring facial expressiveness and its impact on customer responses in real-time

Author(s)

Sandra Pauser, Udo Wagner

Abstract

Despite the effectiveness of nonverbal communication, sales research is confronted with the
difficulty of measuring and coding nonverbal messages including facial expressions, gestures
and tone of voice. This study uses an objective approach for capturing a salesperson’s facial
expressions using fully automated algorithms of a facial recognition software and relating it to
customer responses. While being exposed to sales presentations, a continuous measurement
device (program analyzer) captures customers’ reactions in real-time. Initial findings of a large
sample experimental study show that facial expressiveness positively impacts a salesperson’s
charisma, and customer responses, and thus provides noteworthy implications for sales
executives.

Organisation(s)

Department of Marketing and International Business

Publication date

2020

Peer reviewed

Yes

Austrian Fields of Science 2012

502020 Market research, 502019 Marketing

Keywords

Portal url

https://ucris.univie.ac.at/portal/en/publications/hearing-what-isnt-said-measuring-facial-expressiveness-and-its-impact-on-customer-responses-in-realtime(a1beafd6-b531-44e2-8134-405d62f09783).html