Exploring the nonlinear influence of nonverbal dominance in marketing communicators: Instrumental outcomes, social outcomes, and persuasion

Expressions of dominance present potentially powerful nonverbal means for interpersonal marketing communications. Yet, research on the persuasiveness of nonverbal dominance has generated seemingly contradictory results. To reconcile these and establish whether there is a meaningful link between nonv...

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Veröffentlicht in:	Journal of business research 2023-11, Vol.168, p.114201, Article 114201
Hauptverfasser:	Lasarov, Wassili, Orth, Ulrich R., Wirtz, Jochen, Holm, Mirjam
Format:	Artikel
Sprache:	eng
Schlagworte:	Business administration Competence Dominance Humanities and Social Sciences Nonverbal communication Persuasion Warmth
Online-Zugang:	Volltext
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