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

Author

Listed:
  • Sandra Pauser

    (University of Vienna)

  • Udo Wagner

    (University of Vienna)

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.

Suggested Citation

  • Sandra Pauser & Udo Wagner, 2019. "A wearable sales assistant: capturing dynamic nonverbal communication behaviors using sensor technology," Marketing Letters, Springer, vol. 30(1), pages 13-25, March.
    • Handle: RePEc:kap:mktlet:v:30:y:2019:i:1:d:10.1007_s11002-019-09483-x
    DOI: 10.1007/s11002-019-09483-x
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    References listed on IDEAS

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    1. Alex (Sandy) Pentland, 2008. "Honest Signals: How They Shape Our World," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262162563, April.
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    Cited by:

    1. Mele, Cristina & Tuominen, Tiina & Edvardsson, Bo & Reynoso, Javier, 2023. "Smart sensing technology and self-adjustment in service systems through value co-creation routine dynamics," Journal of Business Research, Elsevier, vol. 159(C).

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