{"id":3022,"date":"2021-05-03T14:22:46","date_gmt":"2021-05-03T18:22:46","guid":{"rendered":"https:\/\/www2.law.temple.edu\/aer\/?p=3022"},"modified":"2022-01-06T19:27:53","modified_gmt":"2022-01-06T19:27:53","slug":"brain-lessons-the-seven-percent-delusion","status":"publish","type":"post","link":"https:\/\/law.temple.edu\/aer\/2021\/05\/03\/brain-lessons-the-seven-percent-delusion\/","title":{"rendered":"BRAIN LESSONS: THE SEVEN PERCENT DELUSION"},"content":{"rendered":"<p>Advice from mock trial judges must be taken with the proverbial grain of salt.\u00a0 Especially from one who, after expressing surprise over a move by students to use the defendant\u2019s deposition in the plaintiff\u2019s case, opined that \u201cyou don\u2019t necessarily have to meet your burden during your case.\u201d\u00a0 But I was intrigued, if abashed by my lack of knowledge, when she later told the students \u201cHere is one piece of advice I give all my students \u2013 communication is only 7% word choice; the balance is 55% body language and 38% tone.\u201d<\/p>\n<p>Had I missed something?\u00a0 Was there a knowledge base to support this?\u00a0 The competition round ended, and I began to search.\u00a0 It turns out to be myth, just like the \u201c80% of all trials are won or lost in the opening statement,\u201d but tracking it was revealing.<\/p>\n<p>The claim comes from early 1970s research by psychologist Albert Mehrabian.\u00a0 It is prevalent in web searches:<\/p>\n<ul>\n<li>Communicate Efficiently With Albert Mehrabian\u2019s 7% Communication Model, <a href=\"https:\/\/medium.com\/age-of-awareness\/communicate-efficiently-with-albert-mehrabian-7-communication-model-c88b569a98fe\">https:\/\/medium.com\/age-of-awareness\/communicate-efficiently-with-albert-mehrabian-7-communication-model-c88b569a98fe<\/a><\/li>\n<li>Rule of Personal Communication <a href=\"https:\/\/harrisonwendland.medium.com\/ruleofpersonalcommunication-763a42eedf98\">https:\/\/harrisonwendland.medium.com\/ruleofpersonalcommunication-763a42eedf98<\/a><\/li>\n<\/ul>\n<p>It is discussed in wonderment:<\/p>\n<p style=\"padding-left: 40px\">The 7\u201338\u201355 rule is something that has been explained over and over and over. Albert Mehrabian\u2019s 7\u201338\u201355 Rule of Personal Communication is something that has been shared and examined and taught frequently.<\/p>\n<p style=\"padding-left: 40px\">At first, I was quite surprised that it is split up the way that it is. Then, I made an intentional effort to look to recognize it in others and in myself.<\/p>\n<p style=\"padding-left: 40px\">Wow.<\/p>\n<p style=\"padding-left: 40px\">\u2026<\/p>\n<p style=\"padding-left: 40px\">I would like to say that this is just a general rule and there are, of course, times when the words are more than just 7% of communication. But, I would be hesitant, at least from my own experience, to say that the order of importance or value would change in any situation.<\/p>\n<p><em>Id.<\/em>\u00a0 It is even depicted in vivid imagery:<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3023 aligncenter\" src=\"https:\/\/law-dev.temple.edu\/aer\/wp-content\/uploads\/sites\/3\/2021\/05\/7-300x225.jpg\" alt=\"\" width=\"612\" height=\"459\" srcset=\"https:\/\/law.temple.edu\/aer\/wp-content\/uploads\/sites\/5\/2021\/05\/7-300x225.jpg 300w, https:\/\/law.temple.edu\/aer\/wp-content\/uploads\/sites\/5\/2021\/05\/7-768x576.jpg 768w, https:\/\/law.temple.edu\/aer\/wp-content\/uploads\/sites\/5\/2021\/05\/7.jpg 960w\" sizes=\"auto, (max-width: 612px) 100vw, 612px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Communicate Efficiently, <em>supra. <\/em>But just 5 minutes of delving revealed this to be myth and deceptive.<\/p>\n<p>Why?\u00a0 Mehrabian was testing a limited issue \u2013 when a single word was being used to convey an emotion, was it word choice or delivery that did the better job of conveying the sentiment?\u00a0 And Mehrabian himself cautioned as to its limited utility:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Inconsistent communications &#8212; the relative importance of verbal and nonverbal messages. My findings on this topic have received considerable attention in the literature and in the popular media. &#8220;Silent Messages&#8221; contains a detailed discussion of my findings on inconsistent messages of feelings and attitudes (and the relative importance of words vs. nonverbal cues) on pages 75 to 80.<\/li>\n<\/ol>\n<p>Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking<\/p>\n<p><strong>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\u00a0 are not applicable.<\/strong><\/p>\n<p><a href=\"http:\/\/www.kaaj.com\/psych\/smorder.html\">http:\/\/www.kaaj.com\/psych\/smorder.html<\/a><\/p>\n<p>A thorough debunking of this myth, or stated more kindly, an explanation of the limited focus and utility of Mehrabian&#8217;s research, can be found in the Neurodata Lab article &#8220;Experts Say&#8230;Is Communication Really Only 7% Verbal? Truth vs. Marketing,&#8221;\u00a0 <a href=\"https:\/\/medium.com\/@neurodatalab\/experts-say-is-communication-really-only-7-verbal-truth-vs-marketing-9a8e7428fd0f\">https:\/\/medium.com\/@neurodatalab\/experts-say-is-communication-really-only-7-verbal-truth-vs-marketing-9a8e7428fd0f<\/a> Here are some of the concerns:<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Mehrabian was testing \u201cthe liking of one person to another.\u201d\u00a0 Extrapolating findings in this one context (and, of course, without repeated studies validating this assessment) has no foundation.<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The experiment used photographs, frozen images of facial expression.<\/p>\n<p>Scholarship has also acknowledged the limits of Mehrabian\u2019s findings.\u00a0 <em>See, e.g.<\/em>, Bucklin, More Preaching, Fewer Rules, 35 Ohio N.U.L. Rev 887, 947-948 (2009), emphasizing that<\/p>\n<p style=\"padding-left: 40px\">[i]t is emphatically not the case that nonverbal elements convey the bulk of the message regarding moral values.\u00a0\u00a0 The point is that when the conveyed message is about values, about what is good and what is bad, actions and nonverbal clues are more important than words. The Mehrabian Factor can be simply stated: actions showing values will displace words stating values.<\/p>\n<p>There is even a youtube explanation of the lmits of this rule &#8211; <a href=\"https:\/\/www.youtube.com\/watch?v=7dboA8cag1M&amp;t=21s\">Busting the Mehrabian Myth<\/a> .<\/p>\n<p>What are the take-aways?\u00a0 Certainly, what one says can\u2019t be divorced from how the message is delivered.\u00a0 It may be that the more time spent on <em>how<\/em> the ideas are delivered will enhance persuasion.\u00a0 This is brought home in a research paper, <em>How The Voice Persuades<\/em>.\u00a0 Van Zant, A. B., &amp; Berger, J. (2019, June 13). <em>Journal of Personality and Social Psychology<\/em>. Advance online publication. <a href=\"http:\/\/dx.doi.org\/10.1037\/pspi0000193\">http:\/\/dx.doi.org\/10.1037\/pspi0000193<\/a>\u00a0 <em>See also,<\/em> Stockwell and Schrader, Factors That Persuade Jurors, 27 U. Tol. L. Rev. 99 (Fall, 1995); Epstein, It\u2019s How You Say It <a href=\"https:\/\/www2.law.temple.edu\/aer\/its-how-you-say-it\/\">https:\/\/www2.law.temple.edu\/aer\/its-how-you-say-it\/<\/a><\/p>\n<p>And in the world of zoom trials, where the face dominates the screen, it may be that a facial expression will convey more than the words the advocate selects.\u00a0 But there is no validity to the 7% rule; and no reason for anyone to teach this as the standard for persuasive advocacy.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advice from mock trial judges must be taken with the proverbial grain of salt.\u00a0 Especially from one who, after expressing surprise over a move by students to use the defendant\u2019s deposition in the plaintiff\u2019s case, opined that \u201cyou don\u2019t necessarily have to meet your burden during your case.\u201d\u00a0 But I was intrigued, if abashed by<\/p>\n","protected":false},"author":31,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"generate_page_header":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"coauthors":[238],"class_list":["post-3022","post","type-post","status-publish","format-standard","hentry","category-brain-lessons"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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