Does What You Actually Say Matter as Much as How You Look?
There is a famous study by a UCLA professor named Albert Mehrabian that says that 93 percent of the impression that you make when you speak is based on how you look and how you sound. Many people in the public speaking business love to point out that, according to the study, only seven percent of the impression that you make is based on what you say.
Like many scientific studies, this study has been widely misinterpreted. I read Lisa Braithwaite’s blog “Speak Schmeak” this weekend and was delighted to find a public speaking coach that agrees with me that the study has been widely misinterpreted. Braithwaite points out that
Mehrabian was studying incongruent verbal and nonverbal communication when a person is expressing feelings. He looked at how subjects responded to images with different facial expressions and recordings of a voice saying a single word with different inflections conveying like, dislike and neutral emotion.
Here’s what Mehrabian says about his research being applied outside of the parameters in which he intended it:
“Please note that this and other equations regarding relative importance of verbal and nonverbal messages were derived from experiments dealing with communications of feelings and attitudes (i.e., like-dislike). Unless a communicator is talking about their feelings or attitudes, these equations are not applicable.”
The point is that the study only applies to situations where people are discussing feelings and attitudes, not business presentations. Of course what we say during a business presentation is important. Far more important than 7 percent.
With that said, I still like to reference the study. But I’m always careful to point out that the study can’t be cited for the fact that what you say isn’t that important. But I do think the study highlights the general idea that how we look and sound does matter. Even in business presentations, we need to pay attention to how we look and how we sound. People judge us on an emotional level.
I don’t need a study to tell me that.
Interesting point Joey. I have always heard that statistic as well about how much more important body language is. Francis Jones, in her book How To Wow, argues that a lot of our impact comes from the tone of our message and our body language, but I’m not sure what her research is on this. I would like to see a study done on this, but I’m not sure how you would do it, but I think it would be very valuable to know more closely how much our body language does affect our messages.
Thanks for your comment Travis. I would like to see that study as well. The only thing I might add is that regardless of the research, we know that how we look and sound matters. My only point is that we can’t discount the value of the content.
It’s hard to come by experienced people for this subject, but you sound like you know what you’re talking about!
Thanks
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