The Pantomime of Persuasion: Fit Between Sales-Agent Nonverbal Communication and Influence Strategies

Bob Fennis, University of Groningen, The Netherlands
Marielle Stel, University of Tilburg, The Netherlands
How do verbal and nonverbal communication interact to influence persuasion and increase the odds of behavioral compliance? In two field experiments, we found that sales agents displaying eager nonverbal cues fostered consumer buying behavior when using an approach-, rather than avoidance-oriented influence strategy, whereas vigilant nonverbal cues showed the opposite and increased the impact of avoidance-, rather than approach-oriented strategies.
[ to cite ]:
Bob Fennis and Marielle Stel (2011) ,"The Pantomime of Persuasion: Fit Between Sales-Agent Nonverbal Communication and Influence Strategies", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 441-442.