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

2. Chapter 8
Nonverbal Influence

3. 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
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4. 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

5. 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.
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6. KINESICS Kinesics includes all body movement, including eye contact
expressions
Gestures
gait or stride
movement
posture
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7. 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
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8. 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
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9. 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
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10. MIRRORING OR MIMICRY
Mirroring usually demonstrates compatibility, “being in sync”
Nonverbal synchrony can also reveal mutual dislike or disdain

11. 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
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12. 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
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13. 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
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14. 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
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