B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
35.8%
35.8% -- purchase intent lift for consumers viewing expressive salespeople (2026-02)
Consumers watching sales pitches were 35.8% more willing to purchase when the salesperson was expressive compared to when they were not.
- Lab experiment based on video pitches rather than live sales interactions
- Effect is weaker for practical/problem-solving products and reversed if salesperson expresses mild anger
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
35.8%
Unit
Percentage
Data Vintage
2026-02
Entity
Sample Size
847
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Psychology & Marketing (journal)
Primary
Tier A
https://app.sciencesays.com/p/be-more-expressive-to-close-more-sales ↗
Source Article
Be more expressive to close more sales
Original Research
Psychology & Marketing (journal)
· Original study ↗
Methodology
Lab experiments: 847 people watching 14 sales video pitches across different industries (apps, hardware, marketing consultancies)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers viewing expressive salespeople: 35.8% purchase intent lift. Source: Psychology & Marketing (journal) (2026-02). Via Lighthouse Intelligence -- https://lighthousedata.io/data/expressive-salespeople-purchase-intent-2026
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<blockquote cite="https://lighthousedata.io/data/expressive-salespeople-purchase-intent-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>35.8%</strong> -- purchase intent lift for consumers viewing expressive salespeople<br><small>Source: Psychology & Marketing (journal) (2026-02) · <a href="https://lighthousedata.io/data/expressive-salespeople-purchase-intent-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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