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
2

Published by Human Behaviour Academy Ltd
6 2 Larch Gardens, Manchester
E-mail : info@hbacademy.org.uk
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

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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
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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

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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

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Slot 1

Analysis
The persons 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.

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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.

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Marketers Strategies
As the sales person or the waiter, he should try and ask more. This way, he will be
able to understand the customers current situation and advise as accordance to their situation.
If the customer seems reluctant to accept a suggestion, try to widen out the customers 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 customers 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.

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Slot 2

Analysis
From the above photo, we can see that the ladys 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.

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Interpretation

Based on her position, she seems to be in a position of listening to someones 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.

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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
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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 customers 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 customers 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.

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Slot 4

Analysis
From the photo above, assuming the waiter as a customer, we can see that the waiters
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.

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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.

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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
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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.

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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.

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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 customers 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
customers 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.

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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.

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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.

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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.

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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 customers 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.

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Slot 9

Analysis
The ladys 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.

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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 Choos 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.

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Slot 10

Analysis
The customers 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 customers 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.

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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 customers 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 customers interest. From customers 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.
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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.

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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.

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