Author
Döğerlioğlu-Demir, Kıvılcım, Ng, A. H., Koçaş, C.
Publication Date
2023-11
Publication Place
-
Elsevier
Subject
Animated logos, Customer orientation, Emotional intelligence, Logos, Movements, Service quality
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0969-6989
Record ID
b11f4182-cdff-43bd-8511-e7bfe95389b8
Library Location
Business Administration
Date
2023-11
Sample Text
Subtle bodily movements such as gracefulness (defined as smoothness, control and elegance in movements) are readily legible by others and these movements might serve as important cues to other people's personal characteristics. The results of four studies contribute theoretically to research on the relationship between movements and emotional intelligence. In study 1, manipulating grace in movements using the Laban Movement Analysis (LMA) system, a person who moves gracefully was found to be judged as more emotionally intelligent (EI) than one who does not move gracefully. In Study 2, EI was shown to predict gracefulness, with EI self-reported by the participants and gracefulness rated by raters. Study 3 demonstrated that a person who moves gracefully (vs. non-gracefully) is judged as more suitable to be a salesperson/spokesperson for a company, mediated by perceived EI. Study 4 showed that a brand whose logo moves gracefully (vs. non-gracefully) is judged as more adaptable and as having higher service quality. Current research documents a consequential impact of such cues on consumption and have substantial practical implications for marketers.
DOI
10.1016/j.jretconser.2023.103484
Cilt
75