Non verbal communication in consumer behaviour
ONVERBAL OMMUNICATION IN CONSUMER BEHAVIOUR
BY
Puvana A/P Arumugam And Vishalliny Chandra And Leow Chee Seng (Ph.D) PUBLISHED BY
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Non verbal communication in consumer behaviour
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First Edition July 2014
British Library Cataloguing-in-Publishing Data
Puvana A/P Arumugam, Vishalliny Chandra; Chee Seng, Leow
NONVERBAL COMMUNICATION COMMUNICATION IN CONSUMER BEHAVIOUR 1. Body Body Language Language 2. Non Non Verbal Verbal 3. Communication Communication 4. Gesture 5. Business 6. Consumer Behaviour
BF 637 N66
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Non verbal communication in consumer behaviour
IMPORTANT NOTE
BEFORE READING THIS ARTICLE YOU ARE ADVISED TO WATCH VIDEO FROM YOUTUBE
ONE http://www.youtube.com/watch?v=nngVFxCNRoA Analysing of YouTube Video “Naina And Her Mom Buying Groceries - Yeh Jawaani Hai Deewani - Deleted Scenes” TWO
http://www.youtube.com/watch?v=xfPuQLbnsu8 Analysing Video of YouTube “Green Scarf ” – Movie Shopaholic
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Non verbal communication in consumer behaviour
Puvana A/P Arumugam http://www.youtube.com/watch?v=nngVFxCNRoA Analysing of YouTube Video “ Naina And Her Mom Buying Groceries - Yeh Jawaani Hai Deewani - Deleted Scenes”
The process of communicating nonverbally through gestures, movements either with or without realization is known as body language. It also known to be subconscious behaviour which be derived from sign language. Body language is the technique of ‘reading’ people. Physical expressions like waving, touching and pointing are forms of nonverbal communication. Humans move their bodies when communicating because, as research has shown it helps to ease the mental effort when communication is a little tough. Body language plays a key role in effective leadership communication. Generally speaking body opening/ orifices are not wanted as they can cause problems such as being entries for disease or can be snagged on passing bushes. Mouth is perhaps the important multi-function opening as we use it for communicating, breathing and eating. Looking at the video clip I’ve chosen from the bollywood movie Yeh Jawaani Hai Deewani, it is a conversation between mother and daughter during groceries buying. The brief of the clip is actually when the mother buying vegetables, accompanied by her daughter who is not showing any kind of interest during the purchase. The mother will go surprise looking at the fresh carrots and do ask her daughter if she prefers any other vegetable for her to buy.
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Non verbal communication in consumer behaviour
Basically scene 1 is where the mother checking out the availability of vegetables and the good ones indeed. The expression she gave was searching for the good condition vegetables. And then she bump into these carrots where attracted her to the most. The way she posed in scene 1 is looking down into items. That action indicates she have a trust that she is picking a good vegetable which caught her eye and is beneficiary to be consumed. This is done using internal emotion reflection. Even the lopsided smile also known as twisted smile significantly saying Yes whereas, the right hand is gripping tightly the basket confirming the surety.
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Non verbal communication in consumer behaviour
Scene 2 is where the m other goes a little surprised with the fresh, good looking carrot. It can be seen through the dilated pupils which indicate the level of interest. Moreover, left hand is resting at opposite direction of where the body is facing. This is a no interest expression to the items over that side. It is a symbol of moving forward as where body is contacting. The furrowed forehead happens on ones anxiety or concentration as displayed in the scene. This reaction proves there’s something interesting along her way. The lowered chin showing eyes are focusing in angle of 45 degree. The scene also shows the mom left in surprise with and without happiness where, eyebrows rise upwards, eyes widen and mouth opens a little brief.
Scene 3 performs in surprise in which, eyebrows rise upwards, eyes widen with a sharp zoom, mouth opens briefly and, horizontal wrinkles across forehead can be seen. Apart from that an open eyelid with dropped jaw is identified too. This is in which lips and teeth are seen apart, with no tension around mouth. Looking into eye, the pupils dilate when one is excited or when we look at something attractive just as shown in this scene.
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Non verbal communication in consumer behaviour
Scene 4 highlights on the full-blown smile which believe to be natural and gives positive signal of happiness and vibes in which the fresh vegetables have drawn her interest to buy. Thus the excitement left a smile on her face. Not only that, the relaxed eye is proving calmness and humbleness as the head is tilted forward whereas the left hand palm which holding carrot is twisted towards inner position (cupped) symbolizes desire; indicating the trust as the item isn’t harm and perceived to be good. The shoulder seemed to be relaxed as a little hunchback.
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Non verbal communication in consumer behaviour
Scene 5 express on the drop-jaw smile when the lower jaw ‘drops’ downwards. This scene is trying to draw a positive impulse to the message receiver, giving the impression of amusement in which, the two carrots in hand confirming her purchase. The furrowed forehead can be observed too and face is looking straight to the opponent meaning conveying message with no fear and based on your excitement.
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Non verbal communication in consumer behaviour
Moving to step 6 is where focuses on tight Lips which can be observed in tensed and annoyed people. It is applied in this scene is because could be because the message receiver didn’t agree with the message senders point. Head tilted down looking into basket as to secure/ conformity the item is placed safe. It can also be as withdraw eye contact with the disagree statement/ expression from opponent.
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Non verbal communication in consumer behaviour
For scene 7 it displays an excitement scene of looking into a thing which have caught her eye/ impressed her well. It can be said as ‘I Love it and I have interest.’ Hence, her eyes and mouth are open widely and fixed on the subject. This is a reaction on showing interest with a little surprise. The hand used to grab items seemed to grip them firmly noting that the assurance of purchasing and moving into to grab more.
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Non verbal communication in consumer behaviour
Scene 8 discusses on lip compression in which better explains on reflecting stress or anxiety. It may progress to the point where the lips disappear (as shown). Right hand gripping the basket seemed loose compare to previous scenes, indicting the completion/ grabbing the last bit.
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Non verbal communication in consumer behaviour
Last but not least, scene 9 compresses on eyes especially the constriction pupils. Pupils constrict to show that we are not interested in what one see. This girl isn’t anyhow focusing to her mom’s concern on buying vegetable. This proves by the sideway looks which can be interpreted as the person is trying to assess if the source is an interest or a threat. It also can be a negative action as indicting boredom. Apart from this, the scene shows loose lips which also indicates the person does not have high hopes for a situati on. e.g. Whatever!
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Non verbal communication in consumer behaviour
Vishalliny Chandra
http://www.youtube.com/watch?v=xfPuQLbnsu8
Analysing Video of YouTube “Green Scarfs” – Movie Shopaholic
1.0
INTRODUCTION
Nonverbal communication is essential for us to reach the heart and soul of the customers. In the new marketing paradigm, mind, spirit and heart should be taken care. To be able to do this, we should be able to understand our customers through their body language. As all of us know, action speaks louder than words good or service verbally. In such cases, it would be very helpful if we are able to understand what our customers like and dislike through analyzing their body language. The non verbal cues and signs from the consumers will give us a glimpse of things that are going on their minds. Though it is not easy to analyze or understand consumers’ body language, through careful observation we can easily get cues and silent messages that is being conveyed by the consumers. As a consumer business consultant, I have analyzed a video of a consumer’s behavior during a buying process to collect nonverbal communication clues that could help.
2.0
NONVERBAL COMMUNICATION ANALYSIS
Based on the video analysis, I have divided the body language analysis into several elements such as facial expression, touch, hand, arm and so on.
2.1
FACIAL EXPRESSION
Generally, everyone can understand what a person feels by looking at their facial expression. In the “Body Language Exposed” book, it is written that facial expression can be divided into three perspectives which are evolution and natural selection, external factors and innate and learned. From the video which I have analyzed, the facial expressions that was identified are as described below:
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Non verbal communication in consumer behaviour
2.1.1
INNATE AND LEARNED
If we looked into the facts, the facial expressions that I will be explaining below based on the video clip are called as Innate and Learned. There are some primary expressions which we are born and these are some of it.
Based on the picture above, when we look at the consumers facial expression we can understand that she is looking at something with interest. In the video, the consumer actually saw a sale signboard and walked towards it to have a closer look at it. If we look at the facts, the facial expression does indeed explain an interest towards something.
As for this second picture above, or screenshot from the video clip, we can see from the facial expression that this consumer is happy. By watching the video clip we can make the conclusion that she was happy when she saw the green scarf through the window.
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Non verbal communication in consumer behaviour
From third picture shown above, we can say that the consumer looks sad or unhappy. So, from this we can understand that the consumer has something running in her mind which makes her sad. This can be confirmed when we watch the video, the consumer was actually thinking about all the debts that she has and was thinking whether she really needs to buy the green scarf. Facts show that when an individual’s mouth is pulled down, eyelids droop and eyebrows pulled together and eye look down, its shows sadness as what we can see on the picture above.
This fourth picture shows that the consumer is showing interest. When we look at this facial expression, we would normally interpret it as happy. But if we check with the facts on body language, it is explained as the consumer is expressing the feeling of “I love it and I have interest”.
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Non verbal communication in consumer behaviour
2.1.2
NEUTRALIZATION
Neutralization is one of the facial management techniques. This facial expression technique is engaged by eliminating any expression of emotions, appearing as emotionless as possible.
From the video clip, we can spot this neutralization facial management technique on the store cashier’s facial expression. The consumer handed over several credit cards to pay for one scarf. Anyone in the cashier’s position would feel annoyed for this kind of behavior. But the cashier managed it by showing a neutral facial expression to avoid from the consumer noticing her actual feeling.
2.1.2
ELEMENTS OF FACIAL EXPRESSION
Based on the Facial Affect Scoring Technique (FAST), face is separated into three areas which are the lower face (cheeks, nose and mouth), eyes (including eyelids) and the brows and forehead. The analysis of each of the facial expression elements that has been spotted on the video clip are as described below:
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1) Eyes
Looking left up
Basically from the picture above, if we look at the expression given by the consumer, we would say that the consumer is thinking or considering of buying the scarf. Based on the facts, I can say that the consumer is recalling, remembering or retrieving facts. This is also can be seen in the video itself. When the consumer gives this expression, she was actually recalling back the fact that she is broke and she could not afford to buy the scarf.
Closing the eyes
In the picture above, we can see that the consumer is closing her eyes. When we look at this kind reaction from a consumer we would think that the consumer is trying to control herself from buying the scarf. When we look at the facts, it is written that when someone closes their eyes, it serves to shut out the world to be able to think sincerely about a particular subject. So, from this video we can conclude that the consumer is trying to think carefully whether she really need the scarf of not.
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Glancing
From the picture above, we can see that the consumer is glancing at the scarf. Glancing shows a desire for something. For example, from the picture above or from the video clip, we can say that the consumer is interested with the scarf.
Widening eyes
When a person widens his/her eyes, our general interpretation towards that person’s facial expression would be either that person is shock, in disbelief or surprised. According to facts, when someone widens their eye, it signals interest, invites positive response. In women especially widened eyes tend to increase attractiveness. So, when we are looking at non verbal communication we have to take into consideration the other expressions that come together or else the interpretation will not be accurate. The consumer in this video clip was actually expressing her interest and thinks that she looks more attractive when she wears the green scarf.
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Non verbal communication in consumer behaviour
Direct eye contact
From the video clip, the hotdog seller gave direct eye contact to the consumer when the consumer offered to buy all of his hotdog. The eye contact given by the hotdog seller can be interpreted as attentive and interest. This is because he was interested with the offer from the consumer. 2) Eyebrows
Raised eyebrows
Raised eyebrows means that the person is surprised and as we can see in the picture, the consumer is surprised. The more surprised a person is, t he higher his/her eyebrow goes.
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Non verbal communication in consumer behaviour
3) Lips
Lips closed and pulled down
When sad, the mouth pulls down in a frown as what we can see on the picture above. This gesture shows sadness. In the video clip, the consumer gives this gesture as she could not afford to buy the scarf.
Licking lips
When a person licks the lips it’s not only because his/her lips are dry. The gesture of licking on lips is a way of expressing nervousness. It could also mean that the person is not telling the truth. But in this case, the consumer is licking her lips because she is nervous as she was not sure whether her credit card has reached its limit.
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Chewing on lips
Another lips gesture is biting/ chewing on the lips. This is usually done when a person is feeling anxious. We can see this gesture on the video clip.
The sneer
The sneer can be seen on the hotdog seller’s face. This sign is obvious and gives sign of sarcastic.
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Non verbal communication in consumer behaviour
2.2
HAND
According to the book “Body Language Exposed”, hands are the adjunct to speech and the oldest “tool” of human communication. Before speech or verbal communication was created, human beings communicated using hand gestures. Below are some of the analyses of the hand gestures that can be seen in the video clip.
The screenshot above shows that the consumer is clenching her fists. When we see this gesture, we would interpret it as the consumer is interested with the scarf but is trying to control her urge to buy the scarf. From the facts, we learn that this means that the consumer is preparing her mind, body and soul for battle of one sort or another. So, we can say that when the consumer saw the scarf, she actually had a small battle in herself whether she really needs the scarf, whether it will suit her or whether it is necessary to buy a scarf and so on.
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Non verbal communication in consumer behaviour
In the picture above, we can see that the consumer is clenching or holding her purse tightly. This scene was during the consumer making the payment her payment for the scarf that she wants to buy. The consumer passed her credit card to the cashier and she was standing there holding her purse tightly. This nonverbal communication occurs when someone feels discomfort or is in stress. We can conclude that the consumer was actually stressed at that moment because she was unsure whether her credit card has reached its limit. This conclusion is off course made by looking at the consumers other gestures as well from the video clip.
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Non verbal communication in consumer behaviour
2.3
OTHER GESTURES
Other gesture that we can see from the video is nodding the head. Nodding head usually means that either the person is agreeing or disagreeing with what we are saying to them. When we look at the consumer in the video clip, she nods her head up and down which means that she is agreeing.
Another gesture in the video would be the one in the picture above. This gesture of looking away from the scarf, would mean that the consumer thinking of not buying the scarf. When a consumer gives this gesture though he/she is clearly interested with the goods/services, it is the sales person’s responsibility to convince the consumer to buy the goods/services.
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Non verbal communication in consumer behaviour
Appendix
Scene 1
Scene 3
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Scene 2
Scene 4
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Non verbal communication in consumer behaviour
Scene 5
Scene 6
Scene 7
Scene 8
Scene 9
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Non verbal communication in consumer behaviour
References:
1. Pillai, D., Sheppard, E., and Mitchell, P. (2012). Can People Guess What Happened to Others
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DOI: http://dx.doi.org/10.1371/journal.pone.0049859 2. C.S., Leow, Leong, V., and Adom, A. (2013). Find out how your body can betray you. Body Language Exposed, 280. 3. Retrieved from http://en.wikipedia.org/wiki/Body_language
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