Title
A wearable sales assistant: capturing dynamic nonverbal communication behaviors using sensor technology
Author
Abstract
Sales research has focused on enhancing selling effectiveness and performance, which largely depends on the abilities and capabilities of the sales force. Interpersonal skills consisting of verbal and nonverbal communication have been identified as a main predictor of sales performance. However, sales researchers face the difficulty of measuring and tracking nonverbal behaviors, since these messages are perceived and processed mainly unconsciously. This field study applies a novel data-collection method in sales research to automatically track nonverbal communication behaviors (i.e., kinesics, paralanguage, and proxemics) of both, the salesperson and the customer, through wearable electronic devices, sociometric badges. The findings indicate positive effects of dynamic (versus restricted/static) nonverbal cues on a salesperson’s charismatic appearance, which, in turn, yields favorable customer responses and sales performance.
Keywords
Sociometric badgesNonverbal behaviorsDynamic nonverbal cuesPersonal sellingCharisma
Object type
Language
English [eng]
Persistent identifier
phaidra.univie.ac.at/o:1066361
Appeared in
Title
Marketing Letters
Volume
30
Issue
1
From page
13
To page
25
Publication
Springer Science and Business Media LLC
Version type
Date issued
2019
Access rights
Rights
Rights statement
© The Author(s) 2019
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