Can you trust a customer's expression? Insights into nonverbal communication in the retail context

Abstract

Synthesizing knowledge from psychology and marketing research, an understanding of nonverbal communication can help address when and how customers express their underlying feelings in retail interactions that are not evident in direct verbal expressions. Examining nonverbal behavior as an indirect measure of consumer response can enable retailers to better understand the needs of their customers. Nonverbal communication theory is used to develop a conceptual framework that builds on prior research on the situation, expressivity, social status, display rules, and their effects on customer expression. Lay wisdom suggests that customer expression should be revealing (e.g., "the eyes are the windows to the soul"). However, research reveals a myriad of situational factors that may lead customers to mask their true feelings. This paper offers nine theoretical propositions and summarizes research evidence related to these pro-positions from various substantive domains for marketing research.

Effective communication styles for the customer-oriented service employee: Inducing dedicational behaviors in luxury restaurant patrons

“…(p. 463) These three elements are essential for service providers to be motivated towards customer-oriented behavior . Service providers with these three elements tend to convey positive emotions during the service process, typically evoking positive customer reactions and resulting in favorable evaluations of products/services (Puccinelli et al, 2010). However, Puccinelli (2006) contended that customers' emotional reactions can vary depending on situations and that customers tend to be attracted to service providers with similar moods and behavioral inclinations.…”

The Complementary Effects of Empathy and Nonverbal Communication Training on Persuasion Capabilities

“…It encompasses actions involving posture, facial expressions, the distance between communicators, arm movements, hand movements, placement of the legs and feet, handshakes, and other related behaviors (Brinke, MacDonald, Porter, & O'Connor, 2012;Puccinelli, Motyka, & Grewal, 2010). The literature furnishes support for the usefulness of nonverbal communication as a device for conveying meaning, thoughts, attitudes, and perceptions.…”

The Comlimentary Effects of Empathy and Nonverbal Communication Training on Persuasion Capabilities

“…Nonverbal communication or "body language" can be described simply as silent messages or messages without words. It encompasses actions involving posture, facial expressions, the distance between communicators, arm movements, hand movements, placement of the legs and feet, handshakes, and other related behaviors (Brinke, MacDonald, Porter, & O'Connor, 2012;Puccinelli, Motyka, & Grewal, 2010). The literature furnishes support for the usefulness of nonverbal communication as a device for conveying meaning, thoughts, attitudes, and perceptions.…”