An investigation of salespeople's nonverbal behaviors and their effect on charismatic appearance and favorable consumer responses

Autor(en)

Sandra Pauser, Udo Wagner, Claus Ebster

Abstrakt

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(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

Journal of Personal Selling and Sales Management

Band

38

Seiten

344-369

Anzahl der Seiten

26

DOI

https://doi.org/10.1080/08853134.2018.1480383

Publikationsdatum

2018

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Business and International Management

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/343575f0-5380-4e43-8ef6-0b9d88b998d7