Leader Communication Techniques: Analyzing the Effects on Followers' Cognitions, Affect, and Behavior

How leaders communicate with followers is a core element of leadership. However, research on leader communication techniques remains fragmented, limiting our understanding of their differential effects on follower cognition, affect, and behavior. To facilitate systematic research comparing the effects of different communication techniques, we propose a framework for leader communication techniques. We hypothesize that different communication techniques can be categorized into cognitive, affective, and behavioral leader communication techniques that influence cognitive, affective, and behavioral follower outcomes, respectively. To test this assumption, we developed and pre-tested video vignette material, which we then used in a between-subjects experiment in the military context. We assigned 368 military recruits to one of the three conditions (cognitive versus affective versus behavioral) to examine how these techniques relate to proximal and distal follower outcomes. We found few differences in the impact of cognitive, affective, and behavioral leader communication techniques on follower outcomes. The leader was perceived similarly, regardless of the communication techniques used. Only for specific affective follower outcomes (i.e., warmth and charisma of the leader), affective leader communication techniques were more effective than cognitive and behavioral techniques. We discuss implications for leader communication research, outline practical implications for leaders, and propose directions for future research.