IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v168y2023ics014829632300560x.html
   My bibliography  Save this article

Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion

Author

Listed:
  • Lasarov, Wassili
  • Orth, Ulrich R.
  • Wirtz, Jochen
  • Holm, Mirjam

Abstract

Expressions of dominance present potentially powerful nonverbal means for interpersonal marketing communications. Yet, research on the persuasiveness of nonverbal dominance has generated seemingly contradictory results. To reconcile these and establish whether there is a meaningful link between nonverbal dominance and persuasive outcomes, our study integrates nonverbal communication research with the warmth-competence model of social cognition. A field study and five experiments demonstrate that communicators perceived as either low or high in nonverbal dominance will generally be less persuasive than communicators exuding intermediate levels. Underlying this overall bell-shaped influence of dominance on persuasion are two independent pathways: one channeling the effect through instrumental outcomes (competence) and the other through social outcomes (warmth). Consumer focus on instrumental over social outcomes and consumer-communicator homophily represent boundary conditions. These findings suggest that nonlinear relationships may have been overlooked in past research.

Suggested Citation

  • Lasarov, Wassili & Orth, Ulrich R. & Wirtz, Jochen & Holm, Mirjam, 2023. "Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s014829632300560x
    DOI: 10.1016/j.jbusres.2023.114201
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632300560X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114201?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rebecca Walker Naylor, 2007. "Nonverbal cues-based first impressions: Impression formation through exposure to static images," Marketing Letters, Springer, vol. 18(3), pages 165-179, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Teodora ROMAN & Adriana MANOLICA & Marian BALAN, 2020. "Proxemics Of The Buyer-Seller Relationship," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 984-993, November.
    2. Brack, Anna Dorothea & Benkenstein, Martin, 2012. "The effects of overall similarity regarding the customer-to-customer-relationship in a service context," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 501-509.
    3. Elison Ai Ching Lim & Yih Hwai Lee & Maw-Der Foo, 2017. "Frontline employees’ nonverbal cues in service encounters: a double-edged sword," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 657-676, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s014829632300560x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.