7/27/2019 Non Verbal Communication in Retail Context in slides presentations

1/14

MARKETING MANAGEMENT Based on Jurnal Can you Trust aCustomers Expression?Insights into nonverbal Communication in the

Retail Context

(Nancy M Puccinelli, Scott Motyka, Dhruv Grewal)

NON VERBAL

COMMUNICATION In the RetailContext

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

2/14

Can You Trust a Customers Expression?

Insights into Nonverbal Communication in

the Retail Context

Non Verbal

Communication

Non Verbal

Behavior

Marketing&Sales

Strategy

Service Strategy

(Markos&Puccinelly,

2004)

Customer

Satisfaction

RetailerUnderstan

d the Need

of

Customer

Marketing

Profesionals

Reading

Customer

Customer

Expression/Response

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

3/14

Basicly non verbal communication from a customer to retailer

business are their expression and response that will form into a

non verbal behaviour , its important for marketer and sales

person to be able to read and translate than non verbal behaviourin order to understand and make good marketing strategy that

will lead to successful marketing strategy and customer

satisfaction and benefit

Non Verbal Communication

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

4/14

NON VERBAL BEHAVIOR AS A KEY

COMPONENT OF THE RETAIL

ENVIRONMENT

Understanding Non Verbal

Behavior Customer

Successful Marketing

How & When do Customer expresstheir true feeling& when do they

attempt

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

5/14

Organizing Framework

Customer

True FeelingsCustomer

Expression

A. Expressivity:

-Age

-Gender

D. Display Rules

:

-Normative

Masking

-Emotion

Dialects

B. Situation:

-Opportunistic

Situation-Task Involvement

or Importacnce

C. SocialStatus:

-Politeness

-Status

Imbalances

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

6/14

The Leakage Hierarchy

The Behavior

Repertoire Develop

Highly Controlled

(face expression)

Less Controlled (tone of

voice)Uncontrolled

(pupil dilation)

GenuineFeelings

Leakage Hierarchy

(Ekman&Friesen 1969;

Rosenthal&DePaulo

1979a,1979b)

Unintentionaldisplay effect

(Bonoma&Feld

er, 1977)

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

7/14

1. Expressions in Opportunistic Situations

In Oppotunistic situations (Beneficial)customers will likely mask their true

feelings and use non verbal cues to maximize their potential gains

Example: when negotiating the terms of a new cell phone contract, buyer would

not be well advised to express how desperate he or she is to close the deal

A. Situational Factors

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

8/14

(Ekman&Friesen 1969), example:Customer masking their true

feelings when Negotiating the price of used car to pesuade sales

person demands

2.Task Involvement or Importance

Less/High Task Involvement or

Importance

Less /High to Mask their True Feelings

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

9/14

1. AGE

B. Expressivity

Age

Direct effect on

ExpressionIndirect effect on

masking abillityCognitive ability

Non verbal Expression

Older age : the capability to

mask their true feeling are

higher (Poker Face)

Younger age: more

genuine in expressing

their feelings

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

10/14

2. Gender

Gender

Male Female

Phisycally Face Expression

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

11/14

1. Politeness

2. Status Imbalance

As an alternate Approach to Persuasion, Politeness show

higher social status that might help customer on

negotiating with sales person

C. Social Status

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

12/14

1.Normative MaskingNorms and Culture in Society that affect the non verbal expressions, ex: for Asian people

emotions in disagreement is showing by politeness (more strictly limit) different in US that is

more literally

2.Emotional DialectDifferent Norms and Culture , so different also with how people express the non verbal

expression, behaviour and emotions

D. Display Rules

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

13/14

1. The Customer feelings can be expressed through

non verbal behavior. It is our task as a marketer

to indicate and understand, due to get a wealth

information about customers that is likely to be

more truthful than that which customers actually

say.

1. The Assessment of non verbal behaviour

represents an innovative way to indirectly

measure customer reaction, due to reach the

customers satisfaction or provide the benefit for

our customers.

CONCLUSIONS

7/27/2019 Non Verbal Communication in Retail Context in slides presentations

14/14

Thank You