Accommodating Communication

Sep 16 2011 Published by under communication

Should communication be adapted for local markets or be consistent and global? ¬†Accommodation theory was developed in the 70s by Howard Giles and others, and describes the process where we adapt communication styles (word choice, accent, dialect and other aspects) to minimise the social distance between ourselves and others (or in some contexts we may do the opposite and emphasise or maximise the social distance). The theory argues that such behaviour is noticed and appreciated by others, as we all find those similar to us more attractive and persuasive (as Robert Cialdini explains). Read more »

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