The words a speaker uses to communicate are only a small part of his overall efforts. The pitch and tone of his voice, the speed and rhythm of his spoken words, and the pauses between those words may communicate more than words alone. Furthermore, his gestures, posture, pose, and expressions typically convey a variety of subtle messages. These nonverbal elements can provide important clues to the speaker’s thoughts and feelings, substantiating or contradicting the speaker’s words.
Prof. Albert Mehrabian of the University of California, Los Angeles, conducted the most frequently and casually cited study on the relative importance of verbal and nonverbal messages in personal communication. His studies in the 1970s suggested that we overwhelmingly deduce our feelings, attitudes, and beliefs about what someone says based on the speaker’s body language and tone of voice rather than the actual words spoken.
Prof. Mehrabian calculated that words, tone of voice, and body language account for 7%, 38%, and 55% of personal communication, respectively.
Nonverbal elements are especially important for communicating feelings and attitudes, especially when they are incongruent: if words and body language disagree, the body language is more likely to be believed.
When a speaker’s words and body language differ, listeners are more likely to believe the speaker’s nonverbal communication rather than his words. Assume someone says, “I don’t have a problem with you!” while avoiding eye contact, appearing anxious, and maintaining closed body language. Regardless of the person’s internal monologue, the listener will most likely trust the dominant mode of communication, which is nonverbal (38% + 55%), rather than the literal meaning of the words (7%).
Total Preference = 7% Verbal Preference + 38% Tone Preference + 55% Body Language Preference. Please note that this and other equations regarding the relative importance of verbal and nonverbal messages were derived from experiments dealing with communications of feelings and attitudes (i.e., like-dislike). Unless a communicator is talking about their general feelings or attitudes, these equations are not applicable.
This study is a good reminder, even if it isn’t accurate, that nonverbal cues can be more useful and telling than verbal ones. Therefore, to be effective and persuasive in our verbal communication—in presentations, public speaking, or personal communication—it is essential to complement our words with the right tone of voice and appropriate body language.
