Audience perceptions of charismatic and non-charismatic oratory: The case of management gurus

An investigation of salespeople’s nonverbal behaviors and their effect on charismatic appearance and favorable consumer responses

“…Although arm gestures influenced charisma perceptions in both cultures, depending on the cultural context either the symmetrical or asymmetrical movements enhanced the salesperson's charisma, a finding that is in concordance with extant literature on nonverbal behavior. In light of these findings, we likewise suggest that sales professionals, specifically those located in high-gesture countries, exercise caution when applying the findings of previous studies on nonverbal charismatic behaviors (Antonakis, Fenley, and Liechti 2011;Holladay and Coombs 1994;Clark and Greatbatch 2011).…”

“…However, the repertoire of the analyzed nonverbal communication behaviors is rather limited and still leaves open questions, especially with regard to sales. Clark and Greatbatch (2011) also note the limited repertoire of bodily behaviors; they indicate that a research gap remains with respect to specific bodily behaviors (e.g., arm actions, arm postures) that express a person's charisma.…”

“…To our knowledge, no studies have used a detailed and objective method to measure nonverbal behaviors. In previous research, nonverbal behaviors were coded by binary measures or on a scale that neglected the duration of certain movements over the course of time (i.e., Antonakis, Fenley, and Liechti 2011;Clark and Greatbatch 2011). We apply an objective method for encoding nonverbal communication behaviors that differs from previous research in that it uses the body action and posture (BAP) coding system (Dael, Mortillaro, and Scherer 2012) supplemented by the Anvil video annotation software (Kipp 2000) that allows for high-precision, time-locked coding.…”

“Judging a Book by Its Cover”: The Dominance of Delivery Over Content When Perceiving Charisma

“…Central to many conceptions of charisma is the ability of the leader to articulate a vision and move the followers toward achieving it (Awamleh & Gardner, 1999; Bligh, Kohles, & Meindl, 2004; Davis & Gardner, 2012; Deichmann & Stam, 2015), and subsequently toward an ideal future state (Carton, Murphy, & Clark, 2014). Communicating a vision includes both the content of the message as well as its delivery (Awamleh & Gardner, 1999; Bass & Stogdill, 1990; Bligh et al, 2004; Clark & Greatbatch, 2011; Holladay & Coombs, 1994; Kirkpatrick & Locke, 1996; Rosenberg & Hirschberg, 2009). Although past research took into consideration other variables (e.g., organizational performance cues, leadership beliefs) as affecting perceived charisma, in addition to delivery and vision, delivery has been found a key determinant of perceived charisma.…”

“…A visionary content should refer to the audience emotions, values, identities, and hopes, their collective history and moral justification, as well as the speaker’s own identification with the audience (Clark & Greatbatch, 2011; Shamir, Arthur, & House, 1994; Shamir, House, & Arthur, 1993). It must relate to some idealized or desired goals that the leader wants the followers to achieve in the future (Conger & Kanungo, 1987).…”