The Importance of Nonverbal Communication In an interpersonal communication
situation in which both verbal and nonverbal factors are present, nonverbal factors may have
more influence on the total effect of the message.30 Over two decades ago, Albert Mehrabian
developed the following formula to show the relative contributions of verbal and nonverbal factors
to the total effect of a message:Total message impact = .07 words + .38 vocal tones + .55 facial
expressions. Other nonverbal factors besides vocal tones that can influence the effect of a verbal
message are facial expressions, gestures, gender, and dress. Managers who are aware of this great
potential influence of nonverbal factors on the effect of their communications will use nonverbal
message ingredients to complement their verbal message ingredients whenever possible.31
Nonverbal messages can also be used to add content to verbal messages. For instance, a head
might be nodded or a voice toned to show either agreement or disagreement.
Managers must be especially careful when they are communicating that verbal and nonverbal
factors do not present contradictory messages. For example, if the words of a message express
approval while the nonverbal factors express disapproval, the result will be message ambiguity
that leaves the destination frustrated.
Managers who are able to communicate successfully through a blend of verbal and nonverbal
communication are critical to the success of virtually every organization. In fact, a recent survey
of corporate recruiters across the United States, commissioned by the Darden Graduate School of Business at the University of Virginia, revealed that the skill organizations most seek in prospective
employees is facility at verbal and nonverbal communication.