Prepared by Robert Gass & John Seiter C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 1

IMPORTANCE OF NONVERBAL COMMUNICATION

We use nonverbal communication to: 1. shape impressions of ourselves  nonverbal cues can enhance or hinder perceived attractiveness, credibility, status 2. establish intimacy, rapport, immediacy  Through eye contact, smiling, nodding in agreement 3. facilitate or inhibit attention  nonverbal distractions 4. Model behavior (social proof)  Putting on a seatbelt 5. Signal expectations  Eye contact to signal turn-taking during conversation 6. Violate others’ expectations  Standing too close or too far away C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 2

The Direct Effects model of Immediacy

Immediacy behaviors are warm, friendly, and involving  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 C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 3

TYPES OF NONVERBAL COMM

Nonverbal Codes  Kinesics  Haptics  Proxemics  Chronemics  Artifacts  Physical appearance C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 4

Eye Contact

Common expressions about eye contact  shifty eyes, lying eyes, wild-eyed, kind eyes, evil eye, glazed over, etc.

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, 1993, p. 173) Gaze avoidance  Strangers are less likely to comply with a gaze avoiding requester  Gaze avoidance may be perceived as rudeness, ostracism  Jurors perceive gaze avoiding witnesses as less believable C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 5

Eye Contact

The exception to the general rule  Kleinke (1980) found that an illegitimate request was more effective without eye contact C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 6

Smiling

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 Cheaters who smiled received more lenient treatment   Excessive smiling may backfire.

May be perceived as phony May be perceived as shallow C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 7

Mirroring

Mirroring involves matching or mimicking another’s behavior  eye contact, posture, gestures, stance Mirroring conveys:  similarity, empathy Mirroring facilitates persuasion    Speed daters who used mirroring were rated more highly Negotiators who used mirroring were more likely to reach a deal Consumers who evaluated products rated them more highly when mirroring was used Mirroring negative nonverbal cues may be counterproductive  scowling, closed posture C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 8

Gestures

Emblems correspond with specific words or phrases  Peace sign  Shush  Shame on you  Come here  Zip it Emblems facilitate message recall  34% with emblems, 11% without Illustrators accompany speech.

 pointing while saying “it’s over there…”  “I love you this much…”  Drawing in the air while describing something C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 9

Gestures

Adaptors are unintentional cues that signal negative feelings  Lip biting  Nail biting  Hand wringing  Hair twirling Adaptors: the exception to the general rule  Self-touching behaviors tend to inhibit persuasion  Adaptors signify nervousness, anxiety, boredom, nervousness, stress Lack of composure C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 10

HAPTICS (TOUCH)

Common expressions regarding touch  Being touchy  keeping in touch.

 being out of touch with reality.

 a touching gesture  using the “soft touch” on someone  touching on an important point Types of touch brush caress clinch cuddle embrace grope handshake high five hit hold hug feel fondle kiss knuckle bump nibble pat pinch poke prod push reach around rub scratch shove slap spank squeeze stroke tickle C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 11

Haptics (touch)

Touch generally facilitates compliance gaining  Library patrons who were touched rated the library more favorably (Fisher, Rytting, & Heslin, 1976)  Food servers who used touch received larger tips (Crusco & Wetzel,1984), (Hornick, 1992)  Touch increased volunteers’ willingness to grad papers (Patterson, Powell, & Lenihan, 1986) Touch can  convey positive or negative affect   foster a favorable impression provide reassurance, empathy  enhance one’s perceived power Touch must be perceived as appropriate in location, duration, intensity.

 friendly vs. flirty vs. sexual Context is key  cultural considerations   gender differences Situation or setting C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 12

HANDSHAKES

In Western cultures, handshakes influence impressions  the dead fish  the bone crusher  lady fingers  the swoop in  the stiff arm  the two-hander  the pump handle  the saw Higher status people are more likely to initiate handshakes Interviewees who offered firm handshakes were rated more highly  Look at the person, not at their hand  Make eye contact, smile  Don’t shake with your left hand  Offer a firm shake, not overpowering  Use full palm to palm contact C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 13

Proxemics

Geographical closeness increases liking, attraction  Based on perceived similarity  Even in online settings Personal space: Standing closer tends to facilitate compliance gaining  Close requests (12-18 in.) were more effective than farther requests (3-4 ft.) when soliciting volunteers (Baron & Bell, 1976) C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 14

Expectancy Violations Theory

People have expectations about what constitutes appropriate behavior in social situations (Buller & Burgoon, 1986)  example: elevator etiquette  example: cutting in line 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 C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C A T I O N , I N C . A L L R I G H T S R E S E R V E D 15

Chronemics

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 Psychological reactance  Scarcity principle: limited time offers increase perceived value  “Must act now,” “limited time offer,” “hurry, only a few left”  “running out of time,” “on borrowed time” “clock’s winding down” C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 16

TIME CONSCIOUSNESS VARIES BY CULTURE

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” 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” C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 17

Time as a sales strategy

Urgency as a sales tactic  Home Shopping Network’s countdown clock  Time windows; shop early and save, super savings from 7am-10am  1 hour photo, Jiffy Lube, drive through banks, etc.

Non-urgency as a sales strategy  90 days same as cash  “No No No” sales (zero down, zero interest, zero payments for ___ months)  mega-bookstores that encouraging browsing, lingering  business that are open 24 hours per day C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 18

Artifacts

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 C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 19

Clothing and status factors Guéguen (2003): Shoppers were less likely to report a well-dressed shoplifter than a casually dressed or poorly dressed shoplifter

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Neatly dressed: suit & tie (90% did not report)

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Neutral: Clean jeans, tee-shirt and jacket, moccasins (63% did not report)

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Slovenly: Dirty jeans, torn jacket, sneakers (60% did not report)

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Attractiveness and Social Influence

Looks matter: attractiveness is an asset in persuasion Attractive people are perceived as having other positive traits  happier, friendlier, kinder, stronger 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.

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OTHER ATTRACTIVENESS CUES

Body shape influences perceptions  Mesomorphs: muscular, athletic  perceived as more athletic, adventurous  Ectomorphs; thin, lean  Perceived as more tense, pessimistic, quiet  Endomorphs: full, round  Perceived as more warm, agreeable C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 22

OTHER ATTRACTIVENESS CUES

Facial Appearance affects impressions  Mature-faced people are perceived as more serious, having more expertise  Baby-faced women are perceived as more attractive, but less mature  Baby-faced men and women are perceived as more trustworthy  Facial symmetry and proportionality is preferred C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 23

OTHER ATTRACTIVENESS CUES

Hair  Numerous stereotypes regarding women’s hair color abound  Candidates with full heads of hair are more likely to be elected  Men with beards were perceived as less attractive, but more trustworthy C O P Y R I G H T © 2 0 1 4 P E A R S O N E D U C AT I O N , I N C . A L L R I G H T S R E S E R V E D 24

OTHER ATTRACTIVENESS CUES

Height  Since 1900, the taller candidate has won 19 of 28 presidential elections  Obama 6’2”, McCain 5’9”  Only 3 of 43 American presidents -- James Madison, Benjamin Harrison and Martin Van Buren -- have been under 5 feet 7 inches  Half of all male CEOs are 6’ or more.

 A 2004 study found that every inch of height adds $789 in salary per year.

 The study controlled for gender, weight and age.  Someone who is 6’ tall earns $5,525 more annually than someone who is 5’6”.

 Taller women earned more as a result of their height, though they gained only two-thirds that of the men.

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Paralanguage

It’s 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.

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