An Initial Evaluation of Industrial Buyers' Impressions of Salespersons' Nonverbal Cues

Thomas W. Leigh · John O. Summers

105 citations0/0 files storedJournal of Personal Selling and Sales Management

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Abstract

Nonverbal cues are potentially important determinants of social impressions in industrial buyer-seller interactions. Yet there is a lack of empirical research concerning the effects of nonverbal cues in industrial selling contexts. This study reports the results of an experiment designed to assess the impact of salespersons' use of five nonverbal cues (eye gaze, speech hesitations, gestures, clothing, and posture) on buyers' social impressions of the salesperson and the sales presentation. Nonverbal cues are found to influence selected dimensions of buyers' perceptions of the salesperson and their evaluations of the video taped sales presentation.

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References

1956The Presentation of Self in Everyday Life.2025Advances in Consumer Research 1989A Social Psychologist Discovers Chicago Sociology 1969The Repertoire of Nonverbal Behavior: Categories, Origins, Usage, and Coding 1973Toward a cognitive social learning reconceptualization of personality.1973Social penetration: The development of interpersonal relationships 1982Psychological perspectives on the self 1972Nonverbal communication in human interaction

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