Making Message Recipients “Feel Right”

TLDR

Nonverbal cues are a key component of persuasive appeals, and regulatory‑fit theory predicts when and for whom such cues influence persuasion. The study aims to develop a new persuasion technique by applying regulatory‑fit theory to understand how nonverbal cues affect message effectiveness. The authors propose that aligning a message source's nonverbal cues with a recipient’s motivational orientation creates regulatory fit, making the recipient feel right and thereby enhancing message effectiveness. Experiments show that regulatory fit—eager cues for promotion‑focused and vigilant cues for prevention‑focused participants—boosts positive attitudes, behavioral intentions, and the feeling of “right,” all of which correlate with higher message effectiveness.

Abstract

Nonverbal cues are an inherent component of most persuasive appeals. We use regulatory-fit theory as a framework for understanding the effect of nonverbal cues on a message's effectiveness, and as a foundation for developing a new persuasion technique. We propose that when the nonverbal cues of a message source sustain the motivational orientation of the recipient, the recipient experiences regulatory fit and feels right, and that this experience influences the message's effectiveness. Experimental results support these predictions. Participants experiencing regulatory fit (promotion-focus participants viewing messages delivered in an eager nonverbal style, prevention-focus participants viewing messages delivered in a vigilant nonverbal style) had more positive attitudes toward a message's topic and greater intentions to behave in accordance with its recommendation than did participants experiencing nonfit. Feeling right was also greater for participants experiencing fit than for those experiencing nonfit and was associated with greater message effectiveness. Regulatory-fit theory provides a framework for making precise predictions about when and for whom a nonverbal cue will affect persuasion.