Expanding Language Expectancy Theory: The Suasory Effects of Lexical Complexity and Syntactic Complexity on Effective Message Design

This research uses language expectancy theory (LET; Burgoon, Jones, & Stewart, 1975 Burgoon , M. , Jones , S. B. , & Stewart , D. ( 1975 ). Toward a message-centered theory of persuasion: Three empirical investigations of language intensity . Human Communication Research , 1 , 240 – 256 .[Crossref] , [Google Scholar]; Miller & Burgoon, 1979 Miller , M. D. , & Burgoon , M. ( 1979 ). The relationship between violations of expectations and the induction of resistance to persuasion . Human Communication Research , 5 , 301 – 313 .[Crossref] , [Google Scholar]) to explore message design effectiveness as a function of syntactic and lexical complexity, in a 2 (lexical: simple vs. complex) × 2 (syntactic: simple vs. complex) design. Pilot test and main study findings indicate optimal message features include the use of lexically simple language combined with syntactically simple sentence structure for receivers who are more likely to think on concrete as opposed to abstract levels, since such an arrangement makes integration of new information easier. Future directions are discussed for message design and for advancement of the theoretical contributions offered by examining syntactic complexity and lexical complexity within the explanatory framework of LET.