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Smiles Boost Sales

Researchers are studying how the authentic emotions of sales personnel affect customers

Freiburg, Sep 01, 2020

Offering a friendly greeting and a smile is one of the strict rules of conduct retail sales personnel must follow when dealing with customers. But do we really know which facial expression has the best effect on business? And do customers notice when the politeness of sales personnel is insincere? A team led by Dieter Tscheulin, Professor of Marketing and Health Care Management at the University of Freiburg, is conducting several experiments to study the effect of authentic emotions expressed by sales personnel on the frequency and number of customers shopping in a store. The researchers also plan to incorporate the service sector in their study sometime in the future.