The Effects of Salesperson Visual and Audio Cue Combinations Online on Customer "Motivation and Ability to Process" for Attitude Change
Abstract
Although digital-based business communication has developed since the pandemic, there are not enough studies on salespeople persuasion online. Based on the Elaboration Likelihood Model, the framework of persuasion, this study examined the effects of salesperson visual and audio cue combinations on customer "motivation to process" and "ability to process" when using an online tool. Six combination videos of a salesperson are composed of three kinds of still images (Name, Profile photo with no expression, and Profile photo with a smile), and two kinds of voices (Dull and Bright). First, 107 participants as customers were divided into two groups (uninterested and interested) based on their interest in the topic. After watching each video, motivation and ability to process messages (comprehensibility) were evaluated on a 7-point Likert scale. The multiple comparison analysis showed that for uninterested customers, "Name x dull voice" in particular hinders motivation and comprehensibility more than other combinations. For interested customers, "Profile photo with a smile x bright voice" in particular facilitated motivation and comprehensibility more than other combinations. It is suggested that more attention should be directed by salespeople to visual and audio cue combinations to strengthen their persuasion skills. This study contributes to online business communication strategies.
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