The role of overt head movement and attention in persuasion

This study examined the effect of overt head movement on attitudes toward a product. In a headphones test, participants were required to listen to music and to either nod or shake their heads. Some participants listened to a CD of music; other participants listened to a CD of the same music and a persuasive message about the headphones. Overt head movement affected participants' product choice and price perception when they were presented with the music and a persuasive message. The findings are interpreted to suggest that head movement can be instrumental in participants' product evaluation if the head movement is directed or focused on the attitude object.