Hand Gestures and Marketing Strategies

Hand Gestures and Marketing Strategies

1 © Human Behaviour Academy www.hbacademy.org.uk

Hand Gestures and

Marketing Strategies

By

Nurul Hamizah Binti Moktar

And

Leow Chee Seng (Ph.D)

Published By

Human Behaviour Academy



Published by Human Behaviour Academy Ltd

6 2 Larch Gardens, Manchester

E-mail : [email protected]

Website : www.hbacademy.org.uk

Copyright © 2014 Human Behaviour Academy Ltd

All rights reserved. No part of this book may be reproduced or used in any form or any

means, electronic or mechanical, including photocopying, recording, or by an information

storage or retrieved system, whatsoever without prior written permission from the publisher.

First Edition December, 2014

British Library Cataloguing-in-Publishing Data

Moktar, Nurul Hamiza; Chee Seng, Leow

Hand Gestures and Marketing Strategy

1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business

6. Consumer Behaviour

BF 637 N66



Table of Content

Table of Content ................................................................................................................................... 1

Slot 1..................................................................................................................................................... 5

Analysis ............................................................................................................................................ 6

Interpretation..................................................................................................................................... 7

Situational Influence ......................................................................................................................... 7

Marketers Strategies ......................................................................................................................... 8

Slot 2..................................................................................................................................................... 9

Analysis ............................................................................................................................................ 9

Interpretation................................................................................................................................... 10

Situational Influence ....................................................................................................................... 10

Marketer Strategies ......................................................................................................................... 10

Slot 3................................................................................................................................................... 11

Analysis .......................................................................................................................................... 11

Interpretation................................................................................................................................... 11


Marketers Strategies ....................................................................................................................... 12

Slot 4................................................................................................................................................... 13

Analysis .......................................................................................................................................... 13

Interpretation................................................................................................................................... 13



Slot 5................................................................................................................................................... 15

Analysis .......................................................................................................................................... 15

Interpretation................................................................................................................................... 15



Slot 6................................................................................................................................................... 17

Analysis .......................................................................................................................................... 17

Interpretation................................................................................................................................... 18




Marketer Strategies ......................................................................................................................... 18

Slot 7................................................................................................................................................... 19

Analysis .......................................................................................................................................... 19

Interpretation................................................................................................................................... 19



Slot 8................................................................................................................................................... 21

Analysis .......................................................................................................................................... 21

Interpretation................................................................................................................................... 22



Slot 9................................................................................................................................................... 23

Analysis .......................................................................................................................................... 23

Interpretation................................................................................................................................... 24



Slot 10 ................................................................................................................................................. 25

Analysis .......................................................................................................................................... 25

Interpretation................................................................................................................................... 25



Limitation of the Assignment ............................................................................................................. 27

Reference ............................................................................................................................................ 28



Note

Before reading this article, you should

watch the following videos

Just Go With It

http://www.youtube.com/watch?v=XxI5R8Kn9MU&fe

ature=youtu.be

KembarSiang – 2

http://www.youtube.com/watch?v=m_v7LpCBT9Y&fe

ature=youtu.be

The Vendor Client relationship - in real world situations

http://www.youtube.com/watch?v=Oreetw9K3RU&feat

ure=youtu.be

http://www.youtube.com/watch?v=XxI5R8Kn9MU&feature=youtu.be

http://www.youtube.com/watch?v=XxI5R8Kn9MU&feature=youtu.be

http://www.youtube.com/watch?v=m_v7LpCBT9Y&feature=youtu.be

http://www.youtube.com/watch?v=m_v7LpCBT9Y&feature=youtu.be

http://www.youtube.com/watch?v=Oreetw9K3RU&feature=youtu.be

http://www.youtube.com/watch?v=Oreetw9K3RU&feature=youtu.be



Slot 1

Analysis

The person’s left hand is clenched into a fist. At the same time, his right hand palm is

facing downward. Both of his hands are closed to his body. His fist position is fairly lower

than his mouth level. From he is sitting, he may be getting ready to either complaint, add on

orders or simply excited to inquire more about the menu. The expression on his face is

positive. As we can see, he is smiling while waiting for the waiter to come and attend his

queries.



Interpretation

As we can see in the photo in the previous page, the left hand is clenched into a fist

which may signaling self-defense or holding back something in mind, in short, being

secretive. This person may defend himself from something that he is not happy with. It could

also be that the person is in doubt or dilemma and would like to seek advice or suggestion

from the waiter. As for his right hand palm that is facing downward, this exhibits defense or

withdrawn. Palm facing downward usually indicates hostility or being defensive over

something. It can also indicate dominance. From this position, we can assume that he is a bit

reluctant of what he is about to express. Both of his hands are closed to his body. From the

hands to body distance, we can interpret him as trying to comfort himself probably due to

pressure he is feeling at that moment. The closer the hands to the body the more stressed the

owner is. His fist position is fairly lower than his mouth level. From this posture, it shows

that he is feeling less agitated.

Situational Influence

Social surroundings

This situation is influence by the social surrounding of the restaurant itself. This

restaurant is open to public, however, the presence of other customers are within average

range. Not too hectic and not too leisure as well. The ambience of the restaurant is calm and

relaxing with a pleasant music on the background. These factors also influence how the

customers emotions towards handling or facing any inconvenience regarding their service or

even the food.

Antecedent

Other influential factor within this situation is that the probability that the customer is

anxious because he probably does not have enough cash in hand to pay the bills.



Marketers Strategies

As the sales person or the waiter, he should try and ask more. This way, he will be

able to understand the customer’s current situation and advise as accordance to their situation.

If the customer seems reluctant to accept a suggestion, try to widen out the customer’s choice

of options by suggesting more possible options to him. If the customer voiced out his

dilemma, for example, lack of cash, try to assist him by suggesting alternatives menu such as

made in package according to affordability and preference. This will help him to overcome

his budget constraint situation and still able to dine in there with his partner. As the customer

is inquiring, take this opportunity to establish friendlier relationship with the customer. This

will impact on the customer’s mood while he is there in the restaurant. Another important

point that need to be watched is the intonation and voice level used when speaking to the

customers. This will not only avoid unnecessary dissatisfaction, because some customers are

very sensitive to the tone used against them, it can also avoid possible embarrassment of the

customer especially if there is any conflict or problem occurred due to their part. For

example, the credit card is not working. If the customer expresses any dissatisfaction on the

price of the product, it is essential for the marketers to explain and make sense of the price in

line with the quality of the product. For example, for restaurant situation like in the video of

the presentation, the waiter can clarify about the hygiene and professional production. For

hygiene, in term of the production process, this is handled in a very high quality control

standard particularly on the food preparation. As for the professional production, the waiter

can explain that the food ordered is freshly made to order and served right from the grill.



Slot 2

Analysis

From the above photo, we can see that the lady‘s hand is covering her mouth. This is

a hand-to-mouth gesture. Besides that, her right hand is supporting her chin and her left hand

is holding her right arm.



Interpretation

Based on her position, she seems to be in a position of listening to someone’s lie but

pretending not to be aware of it. Her right hand that was supporting her chin indicates that she

is bored. The closure made by her left hand that was holding her right arm indicated a

physical barrier. It could be for self comfort or signalling disagreement of what she is hearing

or lack of willingness to be a part of the conversation.


Mood affected by expectation

For example, maybe they do not like the tacos they ate, or they think that the taste

does not fit the price tag.

Social influence

From this situation, the male customer is the dominant decision maker as the lady is

doing the listening most of the time. She only voice out to support the male. There is very

minimal input coming from her.

Marketer Strategies

The sales person may try to establish a more warm and friendly relationship by

initiating a conversation by asking for her opinion of the products. The waiter can try to

rephrase the point of difference of the product so that the customer who does not know will

know and customer who knows will have their awareness refreshed. Other than that, try

offering possible discounts in set purchases to encourage potential or additional purchases.

The waiter needs to be tactful and attentive towards her responses and possible inquiries. If

she seems to be uninterested, try to change the flow of the communication.



Slot 3

Analysis

From here, it is seen that emotional hands are in charge. These expressively charged

hands exert strong energy which will be interpreted in the Interpretation part. His hand is half

open which means not facing down and not facing up. His face expression is also already

changed compared to the previous few minutes.

Interpretation

The expressively charged hands indicate dissatisfaction. The customer is voicing his

frustration in discontentment gesture. He is also in posture where he expects some

suggestions or clarifications from the waiter he called. This aggressive hand movement

signify impatience within the customer himself. He is seeking for assistance from the waiter

but he is very dominant in making decision. His half open palms suggested that he is neither



dominant nor submissive over the situation. He probably is dominant but he appeared to try

to neutralize himself. Based on this gesture, the customer is probably really hoping that the

waiter can help him justify his frustration over the total price.


According to the surrounding of the restaurant, it is not crowded. The ambience is

rather pleasant. With this kind of situation, the customer is able to use more information

based on experience to make decision. If the customer comes in with a company, they have a

rather peaceful and calming surrounding to discuss and compare the set offered by menu.

They can also take as much time as they need to browse through the menu before deciding on

their choice. With the stated situation, there is high possibility of add-ons orders by the

customers. This is because mood and ambience usually influence customer’s comfort. Thus,

it creates a welcoming atmosphere. This situation is based on momentary conditions as well.

If at that moment the customer came in, he is hungry, thus, he ordered more than that he

needed. This is the cause of the complaint, where the customer stated that he did not planned

to order that many tacos and saying that they did not want it after seeing the bill.


The waiter can establish active listening to identify issues that caused the customer to

be dissatisfied. In the effort of solving it, the waiter can offer to help by suggesting other

available methods. For example, in the video, the customer probably does not have enough

cash in hand, thus, what the waiter can do is suggest other payment method that is accepted

by the restaurant, probably by debit or credit card. It saves the customer’s time as well. The

marketer must however bear in mind that his suggestions and encouragements for a certain

solutions must be convenient for both customers and the company he is working. For

example, he may think twice before suggesting cheque as a method of payment as cheques

have risk to bounce back. The waiter can offer to pack the extra entree meal that the customer

claimed they do not intend to order for a take away.



Slot 4

Analysis

From the photo above, assuming the waiter as a customer, we can see that the waiter’s

hands are placed behind the back.

Interpretation

From his body language, it shows that he is willing to accept input from another

person. From his facial expression, it shows that he is feeling pressured but he is trying to

have control over himself. By leaning slightly forward signifies that he is having interest over

the product or service that is being conversed. Although he looks willing and interested over

the conversation, he may refuse to reveal valuable information that he knows. This can be

seen from his facial expression.




Antecedent

He may be confused by twisted information received or irritated by intonation used but still

manage to control himself.


What a marketer can do is after identifying the part the consumer had confused about,

try to explain in simpler way and be clear about the details. Besides that, suggest similar

choice of products within his range of preference to allow selection process. Be sure to apply

affirmative tone to reassure and encourage consumers to voice their expectation. Customers

will be more confident in voicing out their opinions or inquiries. This will allow the marketer

to be able to effectively assist the customer towards their need.



Slot 5

Analysis

In this photo, it is shown that the hand movement of the customer is directed towards

the product he intending to talk about. His palm is facing downward and hand is pointing at

the direction of the product.

Interpretation

Based on the hand movement and gesture analysis, his hand movement is probably

intended to enhance his verbal communication. His palm facing downward is indicating that

he is dominance. It also expressed confidence. From his movement, it signifies that he is



frustrated with current price. Despite that, it can be clearly seen that he is very eager to

purchase that particular product and he is willing to negotiate to get the product.


Antecedent

Mood of the customer really influence his intention to purchase the product. Besides

mood, momentary condition of this particular customer is also influencing him. He is unable

to buy because shortage of cash in hand. Thus, he will try to negotiate until he gets the item.


As a marketer, he can start by attending to consumer request to negotiate. Listen and

assess carefully and reply accordingly. Next, he can try and emphasize on the available

discount to customer. The customer probably did not realize there is a discount or offer for

that particular product. Besides that, the marketer can suggest other mode of payment to

customer. If there is any rebate or voucher for new membership, the marketer can offer

membership registration by emphasizing on the long term and seasonal reward point and

discounts benefits. Besides that, the marketer can also ask for the customer to consider

purchasing other version of the movie which may suit consumer budget range. For example,

instead of Blu ray, try DVD version. However, the marketer must be creative in suggesting

this so as to avoid customer from getting offended in any way. If he thinks the customer may

feel offended, it is best to avoid this strategy.



Slot 6

Analysis

In the photo shown above, the lady is doing a self-touch hand gestures. Her facial

expression is showing tense. Her shoulder is tight upward.



Interpretation

From the self-touch hand gestures, it shows that she is expressing anxiety, stress or

doubt. It is a mixed feeling at one time. Her hand on her face is suggesting that she is trying

to comfort herself. This posture also signifies that she highly admired the product. If we see

her hand gesture and her facial expression, it shows conflicted feeling. She is in the situation

where she really wants the product but she is having a financial issue over it. By putting her

hands on her face also could be that she is trying to control the urge to buy the product.

Besides that, her expression shows that she is thinking in a tension emotions.


Moods

The customer’s mood is overwhelmed with admiration.

Physical surroundings

The mall surrounding is a controlled crowding, where it is not crowded but a lot of other

customers around.

Mental factors

She is having a strong urge and interest to know more about the product.

Marketer Strategies

Based on the analysis and interpretation, the marketer can start by praising the

customer’s good sense of style. Then, she can coach the customer towards making decision

by advising and encouraging by attending to the customer on her inquiries. Besides that, she

can offer other products with similar features as the one she was interested in as a potential

add-on purchase. For example, she is interested with the high heeled shoes, thus, she can try

and suggest other heels in other colors or designs.



Slot 7

Analysis

Her hand is an open hand gesture and one of her hand is slightly open upward another

hand is slightly open downward.

Interpretation

By spreading hands and arms away from her body indicates that she is showing high

interest towards product but having slight hesitation on other factor. For example, probably

the price is expensive. As for the cluster of signal, we can see that she is curious but keeping

herself in control.




Temporal influence

Temporal influence is temporary influence such as for above situation is focusing on

season which is Christmas. As usual, the limited products that are made for certain season

is rather expensive compared to basic line products.

Social influence

The expenses of the customer is provided or sponsored by her husband.


The marketer can firstly assist the customer about the product features and details.

She can try to point out the point of difference of the product as to compare to the normal

product. For example, Hunger Games book for Christmas version are prettier than the normal

version. Besides that, she can try to build excitement and be supportive when communicating

with the customer. She can try to identify the hesitation factor by asking the customer more.

She can help the customer with her problem by suggesting suitable payment plan. For

example, suggest a layaway program or a monthly payment plan.



Slot 8

Analysis

From the photo above, the lady is doing thumbs up gestures where her both thumbs

are up and she is grasping her sweater with thumbs pointing up.



Interpretation

From the analysis above, we can interpret the thumbs up gesture as expressing

compliment, approval and confidence. It also signifies authority earned which can be seen

within her facial expression. This movement is also implying satisfaction.


Physical surroundings

There are two physical surroundings that may affect the customer’s mood which is

color. Bright colors associate the customers with joy and excitement. Other than that is

atmospheric. This atmosphere is full of lavish luxury products.


The marketer can quickly assist the customer with the product purchase to close the

deal. If the customer is ready to purchase, the marketer can encourage the customer to

purchase with offers such as purchase with purchase discount or matching set purchase. For

example, buying high heels get another free strip of other desired colors available. Besides

that, she can try to promote matching handbag or other possible complementary purchase

such as luxury socks of the same brand. Most importantly, customers who adore the brand

should be quickly locked. This can be done by offering to join reward club membership. By

joining the club, the customer can also be encouraged of future revisits. This is a plus point as

it is one of a way to retain consumers’ base.



Slot 9

Analysis

The lady’s hand is rubbing her nose and her hand rests on her chest. Her facial

expression is as if she is hiding something or is surprised by something.



Interpretation

Her rubbing hand expresses disagreement or disbelief of what she is hearing. It can

also indicate that she is lying. Her hand on her chest signifies that she has positive potential to

comply with offer and it could also signify relief.


Acquired need

One of reasons that may influence her to adore such expensive products is probably for

her esteem need and prestige.

Personality Influence

Her own personality could also be an influential factor which she may prioritize brand to

reflect social class.


As for the marketer, she can try to convince the customer of their current product of

interest because some customers just need some reassurance on their choice to make final

decision to buy it. If the customer shows disagreement when price is stated, justify with the

point of difference of the product such as benefits. For example a lifetime warranty such as

Jimmy Choo’s shoes where the customers can go back to the company to have their shoes

repaired if there is any damage happened to it. Other than that, there are the unique features

which can be a point to justify the price. For example, the dual color options with

interchangeable front strips or the versatility. This will adds value to the product where the

consumers can change the strip based on their preferred colors or their clothes.



Slot 10

Analysis

The customer’s hand movement shows that his hand is slight closed finger pointing.

This is emotional hands which narrowed to comfort hands and delightful hands. His facial

expression shows happiness and interested.

Interpretation

The customer’s hand movement is for verbal enhancement, indicating the whole

products. It shows slight dominance, allegiance and trust. We can see that the hands are

relaxed and arms are extended which signify comfort. His hands is shaken, this signify

excitement.




Cultural influence

Usually in village, they purchase from the sellers who happened to be someone they

know in person outside the business. They will mostly searched for the same person again

to get another supplies.

Task definition

This transaction shown is the process of buying in bulk. The customer will later sell the

products at retail price.

Moods

The mood of customer is happy and pleased.


The marketer can invite the customer to have a look at the product condition. This is

useful especially for customers that are motivated by things they touched and feel.

Kinesthetic consumers are the types that learn about the products via hands on experience or

also known as tactile learning. Other than that, the marketer must maintain the established

relationship with a positive attitude. For customers in the rural area, most of them preferred to

deal with long term friends or childhood friends if there is any they know involved within

their supply chain. Thus, refreshing the communication with a lively and upbeat attitude

create positive vibe which makes the transaction less awkward and uptight. The marketer

should also attend to customer’s inquiries regarding the product. No matter how ridiculous

the question may be, it is wise to consider the customer as not knowing about the product and

be patient in attending to their curiousity. It is a sign of interest of the product. He can also

provide attractive bulk discount for bigger purchase volume. This can be done by holding

onto many rules, but basic rule would be, the bigger the amount of the bulk order, the higher

the percentage of discount. However, thorough calculation should be done in advance to

avoid miscalculation which may cause loss instead of profit. He can also recommend other

products that may be in customer’s interest. From customer’s queries, we can make a simple

categorization on their preference and thus, may be able to try and suggest other products that

have high possibility to their interest list.



Limitation of the Assignment

From this assignment, it is discovered that the overall content contained holistic limitation on

other part of body movement. The analysis and interpretations are focusing mostly on the part

of choice which is hands gestures and hands movements. Therefore, further study can be

done in order to extent this analysis. Interpretations are made based on reference and

individual perspective on the given situation.



Reference

Leow, C.S., Leong, V., & Adom, A. (2013). Chapter One: The Hidden Message Within Us.

Body Language Exposed, 1, 1 – 33.

Leow, C.S., Leong, V., & Adom, A. (2013). Chapter Five: The Center of Power: Hands.

Body Language Exposed, 1, 171 – 224.

Hand Gestures and Marketing Strategies

Documents

Transcript of Hand Gestures and Marketing Strategies