Nonverbal Behavior of Persuasive Sources: A Multiple Process Analysis

This article describes the basic mechanisms by which the nonverbal behavior of a communicator can influence recipients’ attitudes and persuasion. We review the literature on classic variables related to persuasive sources (e.g., physical attractiveness, credibility, and power), as well as research on mimicry and facial expressions of emotion, and beyond. Using the elaboration likelihood model (ELM) as a framework, we argue that the overt behavior of source variables can affect attitude change by different psychological processes depending on different circumstances. Specifically, we describe the primary and secondary cognitive processes by which nonverbal behaviors of the source (e.g., smiling, nodding, eye contact, and body orientation) affect attitude change. Furthermore, we illustrate how considering the processes outlined by the ELM can help to predict when and why attractive, credible, and powerful communicators can not only increase persuasion but also be detrimental for persuasion.