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persuasion Albert Mehrabian says we are perceived in three ways: 1. 55 percent Visually (body language) 2. 38 percent Vocally (tone of voice) 3. 7 percent Verbally (spoken words)18 Other research estimates that as much as 93 percent of your message's impact depends on nonverbal elements.19 This includes facial expressions, body movement, vocal cues, and proxemics (the study of spatial separation between individuals). Body language and gestures are an innate part of our psyche. There have been many interesting studies conducted on body language and the use of gestures. In one particular experiment, twelve children with perfect vision and twelve children who were blind since birth were observed to see whether either group gestured more than the other. The results showed that the blind children actually gestured just as much as their fullsighted counterparts, even when they knowingly spoke with other blind children. The researchers concluded that gesturing is an innate part of our expressive and communicative patterns, and that speech and body language are highly interconnected.20 Furthermore, the researchers asserted that speech and body language also bear strong ties to our thought processes. One article discusses how gesturing can serve as a memory aide. Subjects had a more difficult time remembering words when they had to keep their hands holding on to a bar than when their hands were freer1 There is a direct correlation between our ability to read body language and our relationships.
In another study, college students were tested to see whether they could accurately identify the meanings behind certain facial expressions and tones of voice. Significantly, the research consistently showed that the students who made the most errors in interpreting the meanings were those who had troubled relationships and greater feelings of depression. Eyes Ralph Waldo Emerson said, "The eyes of men converse as much as their tongues." The more common phrase we hear is "the eyes are the windows to the soul." Through our eyes, we can gauge the truthfulness, intelligence, attitude, and feelings of a speaker. Not making eye contact when we ought to can have devastating results. Note the following true example: Pennzoil Oil took the Texaco Oil Company to court over Texaco's allegedly interfering with a contract Pennzoil already had with Getty Oil. Throughout the trial, Pennzoil's counsel was accused of trying to sway the jury by encouraging their witnesses to make eye contact and joke with the jurors. To show that they were serious and did not consider the circumstances a joking matter, Texaco's counsel told witnesses not to joke at all and to avoid eye contact with the jurors. Unfortunately, the advice proved to be unwise and cost Texaco dearly in the end. Pennzoil was granted more than $2.5 billion in damages- the largest damage award in U.S. history. Why? Afterwards, jurors expressed distrust toward the witnesses who had avoided eye contact, even going so far as to call them "arrogant" and "indifferent. persuasion