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 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.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

Marketing Letters: a journal of research in marketing

Band

30

Seiten

13-25

Anzahl der Seiten

13

ISSN

0923-0645

DOI

https://doi.org/10.1007/s11002-019-09483-x

Publikationsdatum

04-2019

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Economics and Econometrics, Marketing, Business and International Management

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