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September 27, 2025Journal of Marketing Research

EXPRESS: Talking with Your Hands: How Hand Gestures Influence Communication

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Authors

GRGiovanni Luca Cascio RizzoJBJonah BergerMZMi Zhou

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Overview

Multimethod analysis reveals hand gestures enhance persuasion in communication, suggesting significant implications for marketing strategies.

Key Points

  • Hand gestures significantly boost persuasion in communication, particularly when using illustrators.
  • Automated video analysis showed that specific hand movements can improve understanding and speaker competence.
  • Preregistered controlled experiments confirmed that gestures directly enhance persuasion outcomes across various contexts.
  • These findings underline the importance of nonverbal communication in marketing and consumer behavior analysis.

Cite This Study

Rizzo et al. (2025) studied this question.

synapsesocial.com/papers/68d7b3e2eebfec0fc5236a43https://doi.org/10.1177/00222437251385922
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1A Study of Nonverbal Persuasion in TED Talks2024
  2. 2Gesture Gives a Hand to Language and Learning: Perspectives from Cognitive Neuroscience, Developmental Psychology and Education2008 · 151 citations
  3. 3Embodying Similarity and Difference: The Effect of Listing and Contrasting Gestures During U.S. Political Speech2024 · 6 citations
  4. 4Gestures and Feet Can Tell Us how You Speak! On the Relationships between Voice and Body Language in VR Public Speeches2024
  5. 5Hand Gesture Controlled Presentation Using Computer Vision2024