Maximizing the persuasiveness of a salesperson: An exploratory study of the effects of nonverbal immediacy and language power on the extent of persuasion

Abstract

The present study investigated the effects of a salesperson's use of language power and nonverbal immediacy on the persuasiveness of the salesperson. A high level of language power and a high level of nonverbal immediacy were hypothesized to singularly and jointly increase a salesperson's level of persuasiveness. A sample of 211 undergraduate students voluntarily completed an online survey, which displayed a video clip of a sales presentation. Each participant randomly viewed one of four video clips, which differed in terms of the salesperson's levels of language power (powerful vs. powerless) and nonverbal immediacy (high vs. low). A three-way ANOVA indicated that language power had a significant main effect on persuasion in the expected direction, and also revealed a significant interaction between nonverbal immediacy and participant biological sex. However, there were no main effects for nonverbal immediacy and participant biological sex, and no interaction effect was found between language power and nonverbal immediacy. Subsequent data analysis revealed that the perceived power of the speaker mediated the relationship between language power and the extent of persuasion. We conclude the article with a discussion of the implications of our findings for both researchers and practitioners.