The Effect of Looking Behavior on Perceptions of a Communicator's Credibility¹

Abstract

A courtroom simulation technique was employed to examine the effects of a communicator's looking behavior on observers' perceptions of his credibility. Half of the subjects heard testimony presented on behalf of a defendent by a witness (one of three confederates) who was visually presented as either looking directly toward the target of his communication (gaze maintenance) or slightly downward (gaze aversion) while testifying. The other half of the subjects merely heard the audio portion of the testimony. The results indicated that witnesses who averted their gaze were perceived to be less credible and, ultimately, the defendant for whom they testified was judged as more likely to be guilty. These results are discussed in terms of their implications for research concerned with the communicative effects of visual behavior.