Body Language and Consumer Persuasion

Abstract

This study aim to investigate of body language in terms of eye contact, gestures or body distance, and the ir impact on persuasion. The study was conducted in 2016 using surveys, which were distributed randomly among students in “Jordanian Universities”, using Google form. To achieve the purpose of the study, and in order to analyze the results, the researchers use simple linear regression and multiple linear regression analysis provided by SPSS 22. The results of the study indicated an impact of body language on consumer persuasion in Jordan use of body language factors (eye contact, gestures, and bodydistance ).

Body Language of Sellers and Its Impact on Customer Loyalty

“…(Hall, 1959) points out that the type of relationship that exists between two people can be determined by the distance between them, due to the intertwined connection between social and physical space. For example, the space of intimate relationship (less than 0.5 meters in Western culture), informal-personal (between 0.5-1.2 metres) or socio-formal (between one and two metres) (Abukhadijeh et al, 2016). A study (Burgoon et al, 2002) found that the correct distance between employees and customers leads to positive customer evaluations of the company.…”

“…Body language is seen as a useful technique for sellers to use when interacting with customers, anticipating their needs, understanding those wants, developing strong relationships with them, and winning their loyalty. It is the most prevalent form of non-verbal communication and one of the communication strategies that boosts the persuasiveness of marketing ) Vintean, 2007;Abukhadijeh et al, 2016(. By fostering relationships of trust and open communication with consumers, using it effectively is a crucial way to increase the likelihood of success in sales marketing.…”