Nonverbal Communication Analysis
Buyer and seller exchanges are complex social i
Nonverbal Communication Analysis
Buyer and seller exchanges are complex social interactions that are defined by a myriad of verbal and nonverbal clues and signals. This week, you will examine two video-based marketing transactions to analyze and assess the influence of nonverbal communications in a (a) consumer-to-business (C-2-B)
and (b) business-to-business (B-2-B) marketing exchange.
Videos
• Video 1 (consumer-to-business interview): https://youtu.be/MBdslP_r_6I
• Video 2: (business-to-business exchange): https://youtu.be/B6zVzWU95Sw
Instructions
Review the specific marketing exchanges in the two assigned videos. For each video, follow the instructions below to analyze the nonverbal communications based on your own interpretation of what’s happening during the marketing interactions.
Answer the following questions for each video (one page per video):
1. Identify and analyze the nonverbal communications of each party involved in the exchange, including body language, gestures, sounds and other clues that can influence the interpretation of marketing interactions.
2. Discuss how the nonverbal communications impact the customer’s and buyer’s reactions to other exchange parties and to the physical environment.
3. Using specific consumer behavior theories (refer to Chapters 2, 3, and 4 and assigned readings),
discuss the impact of nonverbal communications on (a) consumer perception and comprehension
and (b) consumer memory and knowledge.
4. Building on the conceptual framework (Figure 1) proposed by Puccinelli, Motyka and Grewal
(2010) and your interpretation of both videos, recommend another explanatory factor or variable
that should be included in the model. Explain how this particular variable might impact
“customer expression,” and in turn, customer behavior.
