When we attempt to persuade someone into giving us what we want, whether its a lucrative business deal, a better grade on an essay, or an extra cookie from the jar, we prefer to use as many tools at our disposal as possible to ensure success. Recent research from psychologists Joseph Cesario and Tory Higgins equips us with a new implement to add to our persuasive arsenal: context-dependent nonverbal communication. According to these researchers, the context in which one uses certain forms of nonverbal communication can be just as important as the type of communication used.
Although nonverbal communication has always been a popular research topic, much of the literature has selectively ignored the issue of context. Cesario and Higgins break this mold by proposing we apply a new theory to our persuasive communications: regulatory fit, which suggests that an individual’s attitudes and behaviors shape his or her perception.
To test this theory and the effect of context in general, researchers divided a pool of participants into two equal groups: those with a predominant promotion focus (eagerness for success), and those with a predominant prevention focus (aversion for failure). These two groups each viewed two promotional videos advocating an after-school program which contained the exact same verbal content but different nonverbal cues. One presentation was given with an eager delivery style, featuring animated and broad movements, fast speech rate, etc. The other was given with a vigilant nonverbal delivery style, containing slower, more cautious movements and precise gestures.
As you might expect, participants with the predominant promotion focus rated the presentation with the eager delivery style as a more effective presentation than the the vigilant presentation and, conversely, the prevention focus individuals found the vigilant presentation more persuasive than the presentation with the eager style. Additionally, promotion-focused individuals were more likely to rate the eager presentations as “feeling right,” where as the same held true for prevention-focused individuals and vigilant presentations.
How might we apply this research to our interactions in real life? Well, if you know the person you’re communicating with is generally more concerned about failure than the possibility of a missed chance, you might be best off utilizing a vigilant presentation style. And if your go-get ‘em boss prizes innovation above all else, an eager style may be key! If you’d like to read a little more about what cues make up these styles, or would like to read the entire paper, here is the full publication, entitled ‘Making Message Recipients “Feel Right”: How Nonverbal Cues Can Increase Persuasion.’
Now, go and see if you can be persuasive enough for that extra cookie! You’ve earned it.
Author’s note: This is the first official post I write as a member of ResearchBlogging.com. Hopefully you’ve enjoyed the article; feel free to leave comments, questions, or concerns here or at my e-mail!
Cesario, J., Higgins, E.T. (2008). Making Message Recipients “Feel Right”: How Nonverbal Cues Can Increase Persuasion. Psychological Science, 19(5), 415-420. DOI: 10.1111/j.1467-9280.2008.02102.x
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