Busting The Myth of Nonverbal Communication in Business
It happened yet again. I was in a seminar, this one on sales, by a respected speaker on the subject who I won’t name to protect the guilty. His reputation is well deserved: his information on sales is practical, well presented, and in line with my own grad-school research into persuasion. But then he repeated what I call “The Mehrabian Myth.” He said only 35% of communication is through words. The rest, he said, was through body language and voice tone. To his credit, his number was the same as the most reliable figure in the scientific literature, but his mistake was in not qualifying the word “communication” as I’ll explain in a moment. Then he made it worse, saying he had just read about two studies that said the figure was “as low as 7%.”
Unfortunately, what his source did not tell him is that those studies are nearly 50 years old… have been thoroughly debunked since then… and didn’t really say that. I don’t really blame this gentlemen. As noted in an article I just submitted for publication to a national magazine, this idea is repeated so often by consultants and business speakers that everyone assumes it must be true. That’s why I call it “The Mehrabian Myth,” for the UCLA psychology professor Albert Mehrabian who did those two studies. But the myth is not his fault: it’s about him, not created by him. Mehrabian has stated that the figure, which actually came from a later estimate, has been misquoted. And the figure was never about all communications. It was actually about the communication of emotion.
What Mehrabian first showed, and other researchers have confirmed, is a common-sense notion. When someone is talking about an emotion-raising topic, if their words do not match their body language, facial expression, and voice tone, the other person is going to believe those nonverbal cues. If I tell you I am doing fine, but you hear tension in my voice and I’m not smiling, you’re going to know I’m not really fine.
In the everyday exchange of information and routine stories of daily life, words are doing all or almost all of the work. And even in honest emotional conversations, the receiver may draw some conclusions about the degree of emotion you are feeling through body language, but most of the information they receive will still be carried by the speaker’s words.
After I was divorced, someone pointed out to me that my “nonverbals” did not match my verbals when I tried to explain nicely my wife’s actions during our marriage. I was mad, and it showed, even if intellectually I understand her motives. No doubt this mismatch contributed to our problems. In the workplace, the lesson is to be honest with yourself and your team members about what you are feeling. If you’re ticked off, don’t try to hide it. And because your words have more weight than you’ve been led to believe, monitor them to make sure you don’t make things worse.
Otherwise, relax. In most of your communications, people aren’t monitoring your every move, despite what the purveyors of The Mehrabian Myth would have you believe.
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