http://pss.sagepub.com/content/early/2013/09/25/0956797613491968
- 1Department of Psychology, Laboratory for Biological and Personality Psychology, University of Freiburg
- 2Department of Psychology, University of British Columbia
- 3Harvard Kennedy School, Harvard University
- 4Freiburg Brain Imaging Center, University Medical Center, University of Freiburg
- Frances S. Chen, Department of Psychology, Department of Psychology, University of British Columbia, 3521-2136 West Mall, Vancouver, BC, Canada V6T 1Z4 E-mail: frances.chen@psych.ubc.ca
-
Author Contributions F. S. Chen and J. A. Minson contributed equally to this work and share first authorship. F. S. Chen and J. A. Minson developed the study concept. All authors contributed to the study design. Testing and data collection were performed by M. Schöne. F. S. Chen and J. A. Minson performed the data analysis and interpretation. F. S. Chen and J. A. Minson drafted the manuscript, and all authors provided critical revisions. All authors approved the final version of the manuscript for submission.
Abstract
Popular belief holds that eye contact
increases the success of persuasive communication, and prior research
suggests that
speakers who direct their gaze more toward their
listeners are perceived as more persuasive. In contrast, we demonstrate
that
more eye contact between the listener and speaker
during persuasive communication predicts less attitude change in the
direction
advocated. In Study 1, participants freely watched
videos of speakers expressing various views on controversial
sociopolitical
issues. Greater direct gaze at the speaker’s eyes
was associated with less attitude change in the direction advocated by
the
speaker. In Study 2, we instructed participants to
look at either the eyes or the mouths of speakers presenting arguments
counter to participants’ own attitudes.
Intentionally maintaining direct eye contact led to less persuasion than
did gazing
at the mouth. These findings suggest that efforts
at increasing eye contact may be counterproductive across a variety of
persuasion
contexts.
No comments:
Post a Comment