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    Communicating to persuade: the effects of language power and nonverbal immediacy on the efficacy of persuasion

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    Gadzhiyeva_N_2012.pdf
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    Author
    Gadzhiyeva, Natavan M.
    Chair
    Sager, Kevin
    Committee
    Richey, Jean
    Decaro, Peter
    Keyword
    Persuasion (Rhetoric)
    Rhetoric
    Nonverbal communication
    Oral communication
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/11122/8449
    Abstract
    The purpose of this study was to examine the impact of powerful speech and nonverbal immediacy on the efficacy of persuasion in a hypothetical sales presentation. Language power and nonverbal immediacy were hypothesized to affect persuasiveness through the potentially powerful nature of both, and to have an interaction effect on persuasiveness. A sample of 211 undergraduate students at a Northwestern University voluntarily completed an online survey, which contained a video clip of a sales presentation. Each participant randomly viewed one of four video clips, which differed in terms of language power (high vs low) and nonverbal immediacy (high vs low). A two way ANOVA indicated that language power had a main effect on the extent of persuasion. However, there was no main effect for nonverbal immediacy, and no interaction effect between language power and nonverbal immediacy. The findings of this study suggested that in a sales presentation, the power of language is an important factor for determining the persuasiveness of a salesperson.
    Description
    Thesis (M.A.) University of Alaska Fairbanks, 2012
    Date
    2012-05
    Type
    Thesis
    Collections
    College of Liberal Arts
    Theses (Communication)

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