NONVERBAL BEHAVIOR, GENDER, AND INFLUENCE

Participants viewed a videotape of either a male or female confederate delivering a persuasive message using a high task, social, submissive, or dominant nonverbal style. Participants were influenced more after viewing the social and task styles than the dominant or submissive styles. Participants liked task and social confederates more than dominant confederates and considered submissive confederates to be less competent than the other 3 styles. Although both likableness and competence were predictive of influence, likableness was a more important determinant of influence for female than male speakers when the audience was male. Consequently, with a male audience, women exhibiting a task style were less influential and likable than men exhibiting that style. Men were not more influential than women when displaying dominance.