PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING Robert H. Gass & John S. Seiter

Chapter 8 Nonverbal Influence

NONVERBAL INFLUENCE IS POWERFUL The majority of the emotional meaning of a message is carried via the nonverbal channel Nonverbal influence can also be subtle Food servers who touch customers lightly on the shoulder earn higher tips El Nariz/Shutterstock.com

Functions of nonverbal communication 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 turn- taking Violate others’ expectations standing too close talking too loud

DIRECT EFFECTS MODEL OF IMMEDIACY 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. pixelrain/Shutterstock.com

KINESICS Kinesics includes all body movement, including eye contact expressions Gestures gait or stride movement posture DenisProduction.com/shutterstock.com

Eye contact In general, eye contact facilitates persuasion Maintaining eye contact can increase perceptions of intelligence increase compliance with requests reduce perceptions of exclusion reduce defensiveness increase perceived credibility Atstock Productions/Shutterstock.com

Eye contact--continued Exceptions to the general rule when making illegitimate requests male gaze (leering) directed at females staring as an expression of power, dominance Diego Cervo/Shutterstock.com

FACIAL EXPRESSION In general, smiling facilitates persuasion Smiling conveys warmth and immediacy Some exceptions; fleeting smiles, disingenuous smiles Mirroring smiles and other behaviors enhances persuasion ALPA PROD/Shutterstock.com

MIRRORING OR MIMICRY Mirroring usually demonstrates compatibility, “being in sync” Nonverbal synchrony can also reveal mutual dislike or disdain

emblems Emblems have clear, culturally codified meanings “Zip it” sign across lips “Shush” gesture with vertical index finger to mouth Beckoning with index finger “Shame” sign crossing one index finger over the other wavebreakmedia/Shutterstock.com; LemmeArt/Shutterstock.com; Rustle/Shutterstock.com

ILLUSTRATORS Illustrators show amounts, distances, or emotions “I love you this much” “The dog was this tall.” “I caught a fish this big.” Raised arms for victory Fist pump in air to celebrate Meanings are not as precise as with emblems Dean Drobot/Shutterstock.com ; kimberrywood/Shutterstock.com ; wavebreakmedia/Shutterstock.com

ADAPTERS Self-touching behaviors tend to signal nervousness, anxiety, uncertainty scratching arm fiddling with hair rubbing hands Adapters inhibit persuasion and should be avoided signifies a lack of composure nervousness reduces trustworthiness Business plus/Shutterstock.com

HAPTICS Touch facilitates compliance gaining must be light, appropriate in nature light touch increases tips for food servers light touch increases volunteering light touch facilitates sales Mangostar/shutterstock.com