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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Language expectancy theory | 2/2 | https://en.wikipedia.org/wiki/Language_expectancy_theory | reference | science, encyclopedia | 2026-05-05T10:06:56.372148+00:00 | kb-cron |
== The role of intensity == These propositions give rise to the impact of language intensity—defined by John Waite Bowers as a quality of language that "indicates the degree to which the speaker's attitude toward a concept deviates from neutrality"—on persuasive messages. Theorists have concentrated on two key areas: (1) intensity of language when it comes to gender roles and (2) credibility. The perceived credibility of a source can greatly affect a message's persuasiveness. Researchers found that credible sources can enhance their appeal by using intense language; however, less credible speakers are more persuasive with low-intensity appeals. Similarly, females are less persuasive than males when they use intense language because it violates the expected behavior, but are more persuasive when they use low-intensity language. Males, however, are seen as weak when they argue in a less intense manner. Theorists argue further that females and speakers perceived as having low credibility have less freedom in selecting message strategies and that the use of aggressive language negatively violates expectations.
== Example == To better explain the theory we look at the expectations and societal norms for a man and a woman on their first date. If the man pushed for further physical intimacy after dinner, the societal expectation of a first date would be violated. The example below with Margret and Steve depicts such a scene. Margret: "I had a really good time tonight, Steve. We should do it again." Steve: "Let's cut the crap. Do you want to have sex?" Margret: "Uhhh..." Margret's language expectations of a first date were violated. Steve chooses an aggressive linguistic strategy. If Margret views Steve as a credible and appealing source, she may receive the message positively and, thus, the message would be persuasive. If Margret perceives Steve as an ambiguous or low-credible source, Steve will not be persuasive. In such a case, Steve should have used a low-aggressive message in his attempt to win Margret to his idea of having sex.
== Criticism == Determining whether a positive or negative violation has occurred can be difficult. When there is no attitude or behavior change it may be concluded that a negative violation has occurred (possibly related to a boomerang effect). Conversely, when an attitude or behavior change does occur it may be too easy to conclude a positive violation of expectations has occurred. The theory has also been critiqued for being too "grand" in its predictive and explanatory goals. Burgoon counters that practical applications of his research conclusions are compelling enough to negate this criticism.
== See also == Physician–patient interaction Social influence
== Notes ==
== References == Bowers, J.W. (1963). Language intensity, social introversion, and attitude change. Speech Monographs, 30, 345–352. Bowers, J.W. (1964). Some correlates of language intensity. Quarterly Journal of Speech, 50, 415–420. Burgoon, J.K. (1993). Interpersonal expectations, expectancy violations, and emotional communication. Journal of Language and Social Psychology, 12, 13–21. Burgoon, M. (1994). Advances in Research in Social Influence: Essays in Honor of Gerald R. Miller. Charles R. Berger and Michael Burgoon (Editors), East Lansing, MI: Michigan State University Press, 1993. Burgoon, M., Dillard, J.P., & Doran, N. (1984). Friendly or unfriendly persuasion: The effects of violations of expectations by males and females. Human Communication Research, 10, 283–294. Burgoon, M. Jones, S.B., Stewart, D. (1975). Toward a message-centered theory or persuasion: Three empirical investigations of language intensity. Human Communication Research, 1, 240–256. Burgoon, M. and Miller, G.R. (1977) Predictors of resistance to persuasion: propensity of persuasive attack, pretreatment language intensity, and expected delay of attack. The Journal of Psychology, 95, 105–110. Burgoon, M., & Miller, G.R. (1985). An expectancy interpretation of language and persuasion. In H. Giles & R. Clair (Eds.) The social and psychological contexts of language (pp. 199–229). London: Lawrence Erlbaum Associates. Burgoon, M., Hunsacker, F., & Dawson, E. (1994). Approaches to gaining compliance. Human Communication, (pp. 203–217). Thousand Oaks, CA: Sage. Dillard, J. P., & Pfau, M. W. (2002). The Persuasion Handbook: Developments in Theory and Practice (1st ed.). Thousand Oaks, CA: SAGE