NON VERBAL COMMUNICATION In the Retail

Context
MARKETING MANAGEMENT Based on Jurnal Can you Trust a Customers Expression?Insights into nonverbal Communication in the Retail Context (Nancy M Puccinelli, Scott Motyka, Dhruv Grewal)

Can You Trust a Customers Expression? Insights into Nonverbal Communication in the Retail Context
Non Verbal Communication

Marketing Profesionals
Non Verbal Behavior Reading Customer Marketing&Sales Strategy Service Strategy (Markos&Puccinelly, 2004) Customer Satisfaction

Customer Expression/ Response

Retailer Understan d the Need of Customer

Non Verbal Communication

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 behaviour in order to understand and make good marketing strategy that will lead to successful marketing strategy and customer satisfaction and benefit

NON VERBAL BEHAVIOR AS A KEY COMPONENT OF THE RETAIL ENVIRONMENT

Understanding Non Verbal Behavior Customer

Successful Marketing

How & When do Customer express their true feeling& when do they attempt

Organizing Framework
A. Expressivity: -Age -Gender
D. Display Rules : -Normative Masking -Emotion Dialects

Customer True Feelings

B. Situation: -Opportunistic Situation -Task Involvement or Importacnce C. Social Status: -Politeness -Status Imbalances

Customer Expression

The Leakage Hierarchy

The Behavior Repertoire Develop

Highly Controlled (face expression)

Less Controlled (tone of voice)

Uncontrolled (pupil dilation)

Unintentional display effect (Bonoma&Feld er, 1977)

Genuine Feelings Leakage Hierarchy (Ekman&Friesen 1969; Rosenthal&DePaulo 1979a,1979b)

A. Situational Factors

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

2.Task Involvement or Importance

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

feelings when Negotiating the price of used car to pesuade sales person demands

Less/High Task Involvement or Importance

Less /High to Mask their True Feelings

B. Expressivity
1.

AGE

Older age : the capability to mask their true feeling are higher (Poker Face)

Age

Younger age: more genuine in expressing their feelings

Direct effect on Expression

Cognitive ability

Indirect effect on masking abillity

Non verbal Expression

2. Gender

Gender

Male

Female

Phisycally

Face Expression

C. Social Status
1.

2.

Politeness Status Imbalance

As an alternate Approach to Persuasion, Politeness show higher social status that might help customer on negotiating with sales person

D. Display Rules

1.Normative Masking
Norms 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 Dialect
Different Norms and Culture , so different also with how people express the non verbal expression, behaviour and emotions

CONCLUSIONS
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.

Thank You