Can you Trust a Customer's Expression? Insights into Nonverbal Communication in the Retail Context

Puccinelli, Nancy, Motyka, Scott and Grewal, Dhruv (2010) Can you Trust a Customer's Expression? Insights into Nonverbal Communication in the Retail Context. Psychology & Marketing, 27 (10). pp. 964-988.

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.

Item Type: Article
Keywords: marketing; retail; nonverbal communication theory
Subject(s): Retail
Centre: Oxford Institute of Retail Management
Date Deposited: 18 Mar 2013 09:39
Last Modified: 23 Oct 2015 14:08
URI: http://eureka.sbs.ox.ac.uk/id/eprint/4448

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