Chapter 3 Congruity

Why do we like great actors and take them seriously when we know they're only speaking lines that someone else wrote? Because they are believable:because they are congruent.
In 1967, Professor Albert Mehrabian, currently pro-fessor emeritus of psychology at UCLA, carried out themost widely quoted study on communication. He determinedthat believability depends on the consistency, orcongruity, of three aspects of communication. In a papertitled "Decoding of Inconsistent Communication," hereported the percentages of a message expressedthrough our different communication channels in thisway: interestingly, 55% of what we respond to takesplace visually; 38% of what we respond to is the sound