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

Leigh, Thomas W.; Summers, John O.
January 2002
Journal of Personal Selling & Sales Management;Winter2002, Vol. 22 Issue 1, p41
Academic Journal
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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