Emotional displays in sales presentations: An experimental study

Activity: Talk or presentationOral presentation

Description

Nonverbal communication constitutes a driving force for selling success. Despite its importance, measurement of nonverbal cues continues being a difficulty for sales research. In light of recent findings, the question remains of how salespeople should effectively employ facial and vocal cues to enhance customers’ impressions. To examine this issue, the authors introduce an objective method for dynamic measurement of nonverbal behaviors, in particular emotions, in a sales context by making use of facial recognition software and voice recordings. A program ana-lyzer tracks customers’ impressions in real-time, which traces dynamic evaluations simultane-ously during the exposure to sales presentations. Results of a large sample experimental study suggest differences in customers’ responses depending on the salespeople’s emotional facial expressiveness. This study adds to the literature by showing that animated presentations in general result in more favorable evaluations than neutral presentations but the dispay of particular emotions seems to be less essential.
Period11 Nov 2022
Event titleMarketing Dynamics Conference
Event typeConference
LocationAtlanta, United StatesShow on map
Degree of RecognitionInternational

Keywords

  • Personal selling