Actions Speak Louder than Words: How Figurative Language and Gesturing in Entrepreneurial Pitches Influences Investment Judgments

Jean S. Clarke (), Joep P. Cornelissen and Mark Healey
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Jean S. Clarke: EM - EMLyon Business School
Joep P. Cornelissen: Erasmus University Rotterdam
Mark Healey: University of Manchester [Manchester]

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Abstract: A key challenge for entrepreneurs is to convince investors of their business ideas in a pitch. Although scholars have started to explore how entrepreneurs convey their passion and preparedness in a pitch, they have overlooked the possible variation that exists in the verbal and nonverbal expressions of entrepreneurs. We build on research in cognitive science and entrepreneurship to examine the nature and influence of specific forms of speech and gesturing used by entrepreneurs when pitching. In an initial qualitative field study we identify distinct pitching strategies entrepreneurs use, involving different combinations of verbal tactics (using literal and figurative language to frame a venture) and gesture (using different types of hand gestures to emphasize parts of their pitch and convey product and venture ideas). In an experimental study with samples of investors and students, we examine the impact of these strategies on the propensity to invest. We found that although variation in the type of language entrepreneurs used had limited effects, using gestures to depict and symbolize business ideas had strong positive effects. Our findings indicate that the skilled use of gestures by entrepreneurs helps potential investors imagine aspects of a new venture for themselves, enhancing perception of its investment potential.

Keywords: entrepreneurship; topic areas; lab experiment; quantitative orientation; research methods; qualitative orientation (search for similar items in EconPapers)
Date: 2019-04-01
New Economics Papers: this item is included in nep-exp
Note: View the original document on HAL open archive server: https://hal.science/hal-02276704
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Citations: View citations in EconPapers (34)

Published in Academy of Management Journal, 2019, 62 (2), ⟨10.5465/amj.2016.1008⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02276704

DOI: 10.5465/amj.2016.1008

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