Act of imparting or interchanging thoughts, opinions, or information without the use of spoken words. Nonverbal communication is used in marketing research as a key variable to determine consumers' attitudes, values, and beliefs regarding a certain product or service. For example, an observer watching a focus group will pay special attention to the nonverbal cues of group interaction, such as body language, facial expressions, and eye contact, to identify group members' true feelings about an issue.

Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.