Sei sulla pagina 1di 5

Urquiola

Chapter 1 I. Introduction Communication is an unavoidable and natural custom in our everyday life. To define, communication means exchange of a message between two or more people. Everyone communicates in many different ways and for much reason (Streme, 2008). It is being applied in situations such as relationships of parent- child, teacher-student, and boss- employee and in business; it is used most especially in growth of sales. Communication is divided into two main categories which are the verbals and nonverbals. Nonverbal communication is message without words that is used to discover, to learn, to establish and maintain relationships, to help, to persuade, to play, to complement, and even to accent, contradict, control, and substitute for the verbal messages (DeVito, 2002). Among all nonverbal communications, though each has its own significance, eye contact is the most prominent form of nonverbal communication since we heavily rely on our sense of sight (Oculesics & Nonverbal Communication, n.d.). We may have realized at some point that eyes are very essential in means of sight. But as this research is explored, it will make the reader realize what really eyes can notify beyond the physical aspect. We are surely familiar with quotes that use eyes as a symbolic matter. It is referred gateway into the soul, intelligence, light, vigilance, moral conscience, truth and providence. The light of the body is the eye: if therefore thine eye be single, thy whole body shall be full of light (KJV-Matthew 6:22). This Bible verse undoubtedly declares the value of the eye serving as the direction which the body acts. However, Luke 11:34 warned, but when thine

Urquiola

eye is evil, thy body also is full of darkness. Meaning, a persons eyes are an instrument of excellence and evilness. DeVito (2002) mentioned that oculesics, a technical study of the eyes, shows that these messages vary depending on the duration, direction, and quality of the eye behavior. The statement of this study is to prove that oculesics is an effective way to persuade in personal selling for eyes convey feelings and emotion, gauge the response, establish and develop rapport. Seth (2012) quoted, The quality of your life is determined by your ability to influence and persuade. Where would you be today without the ability to persuade others to your point of view and influence them to take the actions you desire? That is why there is much useful to be learned about persuasion. Though, the main topic is to persuade in personal selling, this research will also tackle some forms of persuasion that will not limit the reader to necessarily be a seller. Oculesics is not only applicable in business but also to all forms of communications personally. Normally, to persuade a person in personal selling is not possible without the eye language. Whether a person replies an eye contact or not with the persuader, it will indeed send a message. That message must be interpreted by the salesperson rightly to be able to apply different strategies to convince. One of the reasons of this study is that it will be a channel for an individual how to interpret the different situations that eyes communicate. Statement of the problem This study entitled Effectiveness of Oculesics to Persuade in Personal Selling seeks to specifically answer the main problem What is the effectiveness of Oculesics to persuade in personal selling? and the questions:

Urquiola

1) What are the different aspects of oculesics? 2) Why is oculesics important in communication? 3) What do eyes convey? 4) What are the different approaches of a salesperson to persuade in personal selling? Objectives of the study This study aims to determine the effectiveness of Oculesics to persuade in personal selling for eyes convey feelings and emotions, gauge the response, establish and develops rapport. 1) Different aspects of oculesics will be introduced and discussed. 2) This study will provide evidences to prove the importance of oculesics in everyday life. 3) This will also present brief descriptions of five main parts of non-verbal communication and its cultural differences. 4) Strategies of a salesperson in persuading a prospect are presented in this study. Significance of the study The researcher intended to study oculesics and its role in personal communication. Moreover, this research is addressed to the salespersons for them to have the proper strategies to persuade a prospect especially by using appropriate eye contact; to the teachers who teache to persuade student; to men who do courtship as persuasion to a woman; to everyone who uses eyes in communication; and to the future researchers who will be needing a basis or source if they will have the same or relevant study. Definition of terms

Urquiola

For clearer understanding of the terms used in this study, below are their meanings: 1) Oculesics - use of the eyes in a communication setting (Chacha, 2010) ; behavior of the eyes during communication (Borhan, 2011); study of the role of eyes in nonverbal communication (Berger, 2005) 2) Verbal - expressed in spoken words; oral rather than written (Dictionary, 2012) 3) Nonverbal - behavior and elements of speech aside from the words themselves that transmit meaning; transmission of messages by a medium other than speech or writing (Businessdictionary, 2012) 4) Communication - imparting or interchange of thoughts, opinions, or information by speech, writing, or signs (Dictionary, 2012) 5) Body language - silent (non-verbal) messages communicated through the sender's body movements (Businessdictionary, 2012) 6) Prospect - Potential customer or client qualified on the basis or his or her buying authority, financial capacity, and willingness to buy (Businessdictionary, 2012) 7) Persuasion - process aimed at changing a person's (or a group's) attitude or behavior toward some event, idea, object, or other person(s), to convey information, feelings, or reasoning (Businessdictionary, 2012) ; a form of social influence; process of guiding people toward the adoption of an idea, attitude, or action (Reddy, 2012) 8) Salesperson - an individual who sells goods and services to other entities (Businessdictionary, 2012)

Urquiola

9) Personal selling - face-to-face selling in which a seller attempts to persuade a buyer to make a purchase (Businessdictionary, 2012) 10) Rapport - relation marked by harmony, conformity, accord, or affinity (MerriamWebster Dictionary, 2012)