Body Language

business interactions.

The ability to perceive and use nonverbal cues to one's advantage gives the business person the power to be successful. Nonverbal communication includes any part of the body used by a person to send a message to another person. A person's dress, attitude and movements are all contributions to personal business transactions. These cues can help a business owner get the message across or be able to correctly interpret a message received from a customer. Often the nonverbal messages express true feelings more accurately than the actual words. A study by Fatt (1998), notes that any communication in interpersonal relationships is insufficient with just mere words (p.1). Consequently, he states, "Nonverbal communication thus becomes the yardstick against which words and intentions are measured" (p.1).

The most common use of nonverbal communication in business has been in marketing research. It is used to determine consumers' attitudes towards new products. For example, executives watching a focus test group pay more attention to the nonverbal cues of the group. They are able to more closely identify the test group's true feelings by observing their body language, facial expressions and eye contact. Facial expressions especially are particularly helpful as they can show hidden emotions that contradict their verbal statements (Remland, 1981, p.18).

Additionally, in business settings, the way one is viewed affects his transactions. Martin Remland (1981) writes that as much as 90 percent of a manager's time is spent

Business Advantage 4

communicating with others face-to-face (p.2). Therefore, business people especially managers have to present themselves as a complete package that includes knowledge of their products, appropriate dress, and adequate use of nonverbal behaviors that depicts sincerity and trustworthiness.

Nonverbal behavior is a major component of power perception in a business setting. Within a business, the main function of nonverbal communication is to facilitate relationships. Organizations have two major sectors--management and staff--who are usually at odds with each other. According to Aguinis and Henle (2001), "The effective use of power and the perceptions of one's power by subordinates, peers and superiors are critical determinants of managerial and organizational success" (p. 537). In this study on perception of power bases, Aquinis and Henle used three specific nonverbal behaviors--eye contact, facial expression, and body posture (p.538). They defined power as the "potential of an agent to alter a target's behavior, intentions, attitude, beliefs, emotion, or values" (p.538). They also used French and Raven's power taxonomy that includes five types (p.538). The first is reward