Regulatory fit from nonverbal behaviors: How source delivery style influences message effectiveness

This dissertation develops a theory for understanding how the source of a persuasive message can use nonverbal behaviors to influence the effectiveness of the persuasion attempt. It accomplishes this by emphasizing that the relation between the source's nonverbal behavior and the motivational orientation of the message recipient must be considered. Specifically, what is important is whether the source's nonverbal behavior fits (or sustains) versus does not fit (or disrupts) the recipients motivational orientation during message reception. When the source's nonverbal behavior fits the orientation of the recipient, the recipient experiences regulatory fit, which feels right. Like other subjective experiences serving an information function, this feeling right can influence a variety of judgments relevant to message effectiveness, including, for example, more positive evaluations of the message topic and increased behavioral intentions in accordance with the message advocacy. The present studies utilize regulatory focus theory (Higgins, 1997, 1998), which distinguishes between two regulatory orientations and the goal pursuit means that best fit each, as a vehicle for testing these predictions. Specifically, it is proposed that a style of source delivery that conveys eagerness (i.e., advancement) will fit for promotion focus recipients, whereas a style of source delivery that conveys vigilance (i.e., caution) will fit for prevention focus recipients. The source can convey these experiences through a combination of gestures, speech rate, body position and movement, and facial expressions. Two studies found strong and consistent support for both the basic effect and the proposed mediating role of feeling right. A third study attempted to isolate one of these nonverbals, speech rate, and replicate the effects; results were not directly supportive but were nonetheless intriguing and interpretable as consistent with the theory. In addition to developing and testing a new technique for increasing message effectiveness, this research also constitutes a novel theoretical contribution to the literatures on subjective experience, persuasion, and nonverbal behavior.