{"id":5046,"date":"2019-12-09T14:46:15","date_gmt":"2019-12-09T18:46:15","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=5046"},"modified":"2022-03-11T16:52:15","modified_gmt":"2022-03-11T20:52:15","slug":"nonverbal-cues","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/nonverbal-cues\/","title":{"rendered":"Nonverbal Cues: Do They Change How You Vote and What You Buy?"},"content":{"rendered":"\n<p>What are <a href=\"https:\/\/www.shortform.com\/blog\/nonverbal-skills\/\">nonverbal cues<\/a>? How impactful are they on the decisions you make?<\/p>\n\n\n\n<p>Nonverbal cues are signals between people that aren&#8217;t verbal. Nonverbal cues may include <a href=\"https:\/\/www.shortform.com\/blog\/body-language-crucial-conversations\/\">body language<\/a>, tone of voice, dress, or facial expressions.<\/p>\n\n\n\n<p>We&#8217;ll cover the power of nonverbal cues to sway your decisions, affect what you buy&#8230;and possibly make you adopt the biases of others.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Nonverbal Cues and Good Salesmen<\/h2>\n\n\n\n<p>Salesmen have all the right words as well as a distinct energy, enthusiasm, charm, and <a href=\"https:\/\/www.shortform.com\/blog\/likeability-charisma-charm-influence\/\">likability<\/a> that makes people want to listen to them. But there\u2019s something more: <strong>Salesmen instinctively know how to use nonverbal cues to reinforce their power of persuasion.<\/strong><br><\/p>\n\n\n\n<p><a href=\"https:\/\/www.shortform.com\/blog\/nonverbal-behavior\/\">Nonverbal signals<\/a> include hand gestures, facial expressions, tone of voice, eye contact, posture, cadence of speech, and body language. Nonverbal cues have a powerful impact on us, even when they are so subtle that we don\u2019t notice them.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Nonverbal Cues Example: Unconscious Bias in News Reporting<\/strong><\/h3>\n\n\n\n<p>An experiment performed during the 1984 presidential campaign between Ronald Reagan and Walter Mondale revealed how <strong>news anchors\u2019 slight facial expressions could bias viewers\u2019 opinions and votes<\/strong>. Researchers gathered recordings of three news anchors\u2019 faces while they reported on each of the two candidates. Then they played the clips for people on mute, and asked participants to use a 21-point scale to rate how positive or negative the anchors\u2019 facial expressions looked.&nbsp;This was a way to isolate <a href=\"https:\/\/www.shortform.com\/blog\/power-of-nonverbal-communication\/\">nonverbal communication<\/a> cues.<br><\/p>\n\n\n\n<p>The first two anchors \u2014 Dan Rather on CBS and Tom Brokaw on NBC \u2014 scored right in the middle, meaning they had a neutral expression when talking about either candidate. The third anchor, Peter Jennings on ABC, scored about two points higher than neutral when reporting on Mondale and six points above neutral when talking about Reagan.&nbsp;His nonverbal cues betrayed his political preferences.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Participants in the experiment also scored the anchors\u2019 facial expressions while watching muted clips of reports on both objectively sad and happy topics. This control test proved that Jennings did not merely have a more positive expression all the time. (In fact, the opposite was true.)<\/li><\/ul>\n\n\n\n<p>After the election, the researchers found that ABC viewers around the country voted in higher numbers for Reagan than CBS and NBC viewers. When asked about their preference, these pro-Reagan ABC viewers had no conscious recognition of Jennings\u2019s subtle biased facial expressions (nonverbal cues); instead, viewers insisted they preferred Reagan\u2019s policies. Researchers also found that ABC\u2019s story selection was more hostile toward Reagan, meaning the <strong>nonverbal cues from Jennings\u2019s facial expressions actually overpowered more explicit editorial bias<\/strong>.&nbsp;<br><\/p>\n\n\n\n<p>This nonverbal cues example raises three important points about nonverbal signals.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><a href=\"https:\/\/www.shortform.com\/blog\/incremental-progress\/\">Small actions<\/a> make a big impact. The subtlety of Jennings\u2019s facial expressions may not have even registered for viewers \u2014 and probably only for the research participants because they were asked to rate the expressions on such a detailed scale \u2014 but his nonverbal cues were enough to apparently sway their opinions and votes. If Jennings had given a more blatant verbal endorsement of Reagan, it might not have been as effective because viewers could consciously process this message and potentially disagree. But without recognizing the bias, their defenses were down and they were more susceptible to its influence.&nbsp;<\/li><li>Nonverbal cues are as \u2014 or more \u2014 impactful than verbal messages. As mentioned, ABC was deemed to be more hostile toward Reagan in its story selection than the other news networks. This means that Jennings\u2019s subtle facial expressions were enough to counteract and even tip the scales against the network\u2019s verbal messaging.<\/li><li><strong>We often don\u2019t recognize the forces that are persuading us. <\/strong>The viewers who were interviewed after the election did not say that they voted for Reagan because Jennings\u2019s face lit up when he reported on the candidate; that notion would probably strike them as ridiculous. They would reason that his policies and experience appealed to them more than Mondale\u2019s.&nbsp;People don&#8217;t know they&#8217;re influenced by nonverbal cues.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Salesmen Are Experts At Nonverbal Harmony<\/strong><\/h2>\n\n\n\n<p>Everyone engages in <a href=\"https:\/\/www.shortform.com\/blog\/nonverbal-communication-cues\/\">nonverbal communication cues<\/a>, and the nonverbal signals you send reveal whether you agree or disagree with someone, if you\u2019re making an effort to connect with them, or if you are totally disinterested.&nbsp;<br><\/p>\n\n\n\n<p>When people talk, research shows that they subconsciously synchronize their movements and gestures with each other almost immediately. They quickly match each other\u2019s volume, pitch, and speaking rhythm. This is a type of nonverbal cue. <strong>Salesmen are especially adept at drawing people into their own conversational rhythms, allowing them to set the tone for the interaction.<\/strong>&nbsp;<br><\/p>\n\n\n\n<p>In addition to conversational harmonizing, people imitate each other\u2019s emotional expressions, another type of nonverbal cue. This is called motor mimicry: If someone frowns, you are likely to frown as an automatic response. What\u2019s more, physical expressions influence your actual emotions, so <strong>through motor mimicry, you can have a strong influence on others\u2019 emotions.<\/strong>&nbsp;<br><\/p>\n\n\n\n<p>In this way, emotions are contagious. For example, if someone you\u2019re talking to is happy about something, she\u2019d smile as she talks to you. In automatic response, you smile back. Subconsciously, this smile brings you some happiness. This demonstrates the power of nonverbal cues.<br><\/p>\n\n\n\n<p>You feel more interested and enthralled with people with whom you have a high level of synchrony. Salesmen effortlessly pull you into harmony with them. Their uncanny ability to draw people into their conversational rhythms and emotional expressions make Salesmen particularly skillful at influencing people\u2019s emotions. And that is a very powerful tool of persuasion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are nonverbal cues? How impactful are they on the decisions you make? Nonverbal cues are signals between people that aren&#8217;t verbal. Nonverbal cues may include body language, tone of voice, dress, or facial expressions. We&#8217;ll cover the power of nonverbal cues to sway your decisions, affect what you buy&#8230;and possibly make you adopt the biases of others.<\/p>\n","protected":false},"author":4,"featured_media":5062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,9],"tags":[61],"class_list":["post-5046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-psychology","tag-tipping-point","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nonverbal Cues: Do They Change How You Vote and What You Buy? - Shortform Books<\/title>\n<meta name=\"description\" content=\"Nonverbal cues are signals that aren&#039;t verbal, including body language, tone of voice, or facial expressions. 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