Selling With Negative Emotions—Better Than None? Nonverbal Expressiveness During Sales Presentations: An Experimental Approach

ABSTRACT Nonverbal communication represents a driving force behind successful selling. Drawing on the Emotions as Social Information (EASI) model, this research investigates the impact of salespeople's nonverbal expressiveness (manifested through dynamic facial, bodily, and vocal cues) and customer responses in a selling context. Innovative techniques for dynamic and holistic measurement of nonverbal signals are employed in a sales context, including facial recognition software, body action and posture coding, and voice analysis. A program analyzer traces customers' real‐time responses during exposure to videotaped sales presentations. Findings from large‐scale experimental studies are reported. Study 1 manipulates nonverbal expressiveness (IV: dynamic vs. restrained) and shows that expressive presentations lead to more favorable customer evaluations (DVs). Positive facial expressions—such as happiness—and direct head orientation significantly improve customer responses. Moreover, in line with findings in negotiation contexts, this study shows that under certain conditions, subtle displays of negative emotions—such as anger—can elicit positive responses in personal selling contexts. Study 2 manipulates product type (IV: hedonic vs. utilitarian) and finds that nonverbal expressiveness is more influential for hedonic offerings. This research provides novel insights into the complex dynamics of nonverbal communication and offers managerial guidance on effectively managing such behaviors in sales interactions.