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Slide 1 • Nonverbal communication is powerful 65-95% of emotional meaning is carried via nonverbal channels. When verbal and nonverbal channels contradict, people assign more weight to nonverbal cues. • Nonverbal influence can be subtle – Fisher, Rytting, & Heslin (1976): Library patrons who received an “accidental” touch were more likely to return books on time. Page 2 • We use nonverbal communication to: • Shape impressions of ourselves • enhance attractiveness, credibility, status • Establish rapport, immediacy • touch, smiling, eye contact • Facilitate or inhibit attention • distraction to decrease attention • Model behavior (social proof) • Putting on a seatbelt • Signal expectations • eye contact to signal turntaking • Violate others’ expectations • standing too close • talking too loud Page 3 • Andersen (1999): warm, involving, immediate behaviors enhance the persuasiveness of a message – It is easier to comply with those we like. – We tend to trust warm, friendly people. Page 4 Nonverbal Codes Page Page 55 • Eye contact conveys: – interest, attention – attraction, liking – warmth, immediacy • Eye contact usually enhances persuasion – “gaze produced greater compliance than gaze aversion in every one of the 12 studies” (Segrin, 1993p. 173) Slide 6 • Panhandlers try to establish eye contact first. • Speakers who avoid eye contact are perceived as less credible. Slide 7 • The exception to the general rule – Kleinke found that an illegitimate request was more effective without eye contact. • Smiling is an immediacy behavior. • Smiling conveys – warmth, attraction, liking, sincerity • Food servers who smile receive larger tips. • Job applicants who smile are rated more favorably. Slide 8 • Cheaters who smiled received more lenient treatment. • Excessive smiling may backfire. – May be perceived as phony – May be perceived as shallow • Mirroring involves matching or mimicking another’s behavior. – eye contact, posture, gestures • Mirroring conveys – similarity, empathy • Nonverbal mimicry facilitates persuasion. • Mirroring negative nonverbal cues may be counterproductive – frowning, scowling, closed posture Slide 9 • Emblems have precise verbal meanings. • • • • • Peace sign Shush Shame on you Come here Zip it • Illustrators accompany speech. – “I love you this much…” – “Use just a pinch…” Slide 10 • “Research shows that people who use gestures more freely are more persuasive, and that people remember gestures better than words” (Bernstein, 1994, p. 64-65). • Nonverbal communication in the courtroom: • Trial lawyers use gesture, movement, eye contact, clothing, and appearance cues to sway jurors (Cotler, 1993). Slide 11 • Adaptors are unintentional cues that signal negative feelings – – – – Lip biting Nail biting Hand wringing Hair twirling • Adaptors convey – boredom – nervousness – stress Slide 12 The “Midas Touch”: Touch generally facilitates compliance gaining. Food servers who used touch received larger tips (Crusco & Wetzel (1984), Hornick (1992). • Touch must be perceived as appropriate in location, duration, intensity. • Slide 13 • A person asked a stranger to watch a big, unruly dog for 10 minutes while he/she went into a bank. • • 55% of subjects who were touched consented. 35% of subject who weren’t touched consented Gueguen & Fischer-Lokou (2002). • Segrin’s meta-analysis revealed that: – Of 13 studies examined, “it can be concluded touch always produces as much, and in many cases more compliance than no touch, all other things being held equal” (p. 174) – Touch must be perceived as appropriate. Slide 14 • Geographical closeness increases liking, attraction. – Based on perceived similarity – Even in online settings • Personal space: Standing closer tends to facilitate compliance gaining Slide 15 Slide 15 • Segrin’s meta-analysis of proximity studies revealed that “the effect for closer proximity was consistent. Close space produces greater compliance than distant space” (p. 173) • “close” distance was typically operationalized as 1-2 ft., “far” was usually 3-5 ft. Page Slide 1616 • Buller & Burgoon (1986) People have expectations about what constitutes appropriate behavior in social situations – example: elevator etiquette • Violations of expectations are perceived positively or negatively, depending upon: – the status, reward power of the communicator – the range of interpretations that can be assigned to the violation – the perception/evaluation of the interpreted act • Slide 17 Time spent waiting confers power, status – example: M.D.s and patients – example: Professors and students • Tardiness can negatively impact credibility – Burgoon et al (1989): late arrivers were considered more dynamic, but less competent, less sociable than those who were punctual • There are huge cultural differences in time-consciousness • Page Slide 1818 • Western culture: M-time emphasizes precise schedules, promptness, time as a commodity – – – – – “time is money” “New York minute” “Down time” “Limited Time Offer!” “Must Act Now” Slide 19 • Other cultures: P-time cultures don’t value punctuality as highly, don’t emphasize precise schedules – “island time” – Sioux Indians have no spoken words for “late” or “tardy” • Urgency as a sales tactic – must act now, limited time offer, first come first serve – Time windows; shop early and save, super savings from 7am-10am – 1 hour photo, Lenscrafters, Jiffy Lube, drive through banks, etc. • Non-urgency as a sales strategy – 90 days same as cash – No No No sales – mega-bookstores that encouraging browsing, lingering Slide 20 Material objects as an extension of the self • Uniforms and compliance gaining – Lawrence & Watson (1991): requests for contributions were greater when requesters wore uniforms – Bickman (1971): change left in a phone booth was returned to • • well dressed people 77% of the time • poorly dressed people only 38% of the time – Clothing signifies status, authority Slide 21 • Page 22 Gueguen (2003) Shoppers were less likely to report a welldressed shoplifter than a casually dressed or poorly dressed shoplifter. – Neatly dressed: suit & tie (90% did not report) – Neutral: Clean jeans, teeshirt and jacket, moccasins (63% did not report) – Slovenly: Dirty jeans, torn jacket, sneakers (60% did not report) Slide 22 • Gueguen & Pichot (2001): pedestrians were more likely to “jaywalk” if a well-dressed person did so. – Control condition: 15.6% violations of do not walk signal – Well-dressed: 54.5% violations – Casually dressed: 17.9% violations – Poorly dressed: 9.3% violations Slide 23 • Stewart (1980) studied the relationship between attractiveness and criminal sentencing – handsome defendants were twice as likely to avoid a jail sentence • Benson, Kerabenic, & Lerner (1976): both sexes were more likely to comply with a request for assistance if the requester was attractive. Slide 24 Which of these two people would you offer to help? • How you say it – Fluency facilitates persuasion • Pauses, gaps, diminish credibility – Speaking faster generally increases credibility • Speaking too fast may hinder comprehension – Pitch variation generally increases persuasiveness • Avoid a monotone delivery Slide 25