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Selected Works of Oscar T McKnight Ph.D.
Presentation
Capturing Micro-Expressions On Zoom: A Promising Sales Opportunity Using AI
MBAA International Conference: The 56th MBAA International Conference (2021)
  • Oscar T McKnight
  • Christopher Mahar, Ashland University
  • Ronald Paugh, Ashland University
  • Jonathan Meredith, Ashland University
  • Josiah Moore, Ashland University
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Abstract
1. The subtleties of salesmanship are changing in this virtual world of online communication.
2. This proof-of-concept study examines the feasibility of capturing customer images at the two, ten, and thirty-second intervals following a Zoom platform's sales query. 
3. A captured image underwent a micro-expression analysis employing a computer-driven program that generates an emotional-algorithm. 
4. This algorithm enabled researchers to predict a purchase-decision. 
5. Findings suggest that micro-expressions captured at the two-second interval exhibited a significant relationship with a customer's purchase decision. 

Keywords
  • Micro-Expression,
  • Microexpression,
  • Image Analysis,
  • Purchase Decision,
  • Consumer Behavior,
  • Zoom,
  • Sales
Disciplines
Publication Date
Spring March 26, 2021
Location
Chicago, Illinois
Citation Information
Oscar T McKnight, Christopher Mahar, Ronald Paugh, Jonathan Meredith, et al.. "Capturing Micro-Expressions On Zoom: A Promising Sales Opportunity Using AI" MBAA International Conference: The 56th MBAA International Conference (2021)
Available at: http://works.bepress.com/oscar_mcknight/67/