A wearable sales assistant: capturing dynamic nonverbal communication behaviors using sensor technology

Autor(en)
Sandra Pauser, Udo Wagner
Abstrakt

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 behaviours, 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.

Organisation(en)
Institut für Betriebswirtschaftslehre
Journal
Marketing Letters: a journal of research in marketing
Band
30
Seiten
13-25
ISSN
0923-0645
DOI
https://doi.org/10.1007/s11002-019-09483-x
Publikationsdatum
04-2019
Publikationsstatus
Veröffentlicht
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/a-wearable-sales-assistant-capturing-dynamic-nonverbal-communication-behaviors-using-sensor-technology(debbca65-b357-46d2-8aa3-b0e7e3a508e2).html