The effects of verbal and nonverbal elements in persuasive communication: Findings from two multi-method experiments
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Nikolaus Jackob
,
Thomas Roessing
Abstract
This article addresses the relationship between content, voice, and body language in persuasive communication and the contribution of these three elements of persuasive performances to its overall persuasiveness. Findings are presented from two separate laboratory experiments. In the first experiment three versions of a video displaying a speech were shown to three different groups of participants: (1) without vocal emphasis and without gestures of the speaker, (2) with vocal emphasis but without gestures, (3) with vocal emphasis and gestures. Audio tracks of the first two experimental conditions were later used in the second experiment to analyze the effects of vocal emphasis when no visual cues are present. Measurement included a questionnaire as well as Real Time Response-measurement (RTR). It was found that content dominates the effect of the speech; emphasis and gestures, however, improved the perception of some features of the speech, such as liveliness and power. Audio-only versions yielded similar results but were rated more favorably in general.
© 2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
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Articles in the same Issue
- Insights from journalists on the future of the press
- Communicative power is power over identity
- Strategic news frames and public policy debates: Press and television news coverage of the euro in the UK
- Can a charter of diversity make the difference in ethnic minority reporting? A comparative content and production analysis of two Flemish television newscasts
- Tiger talk and candy king: Marketing of unhealthy food and beverages to Swedish children
- The effects of verbal and nonverbal elements in persuasive communication: Findings from two multi-method experiments
- Book Reviews
