It is a fundamental tool for building trust, reducing transaction costs and forming loyalty in conditions where rational factors become almost identical among competitors.
Here are the main reasons why affective (emotional) communication is critically important for the modern economy:
1. Reduction of transaction costs.
2. The experience economy.
3. Overcoming information asymmetry.
4. Influence on decision-making.
In the era of automation and artificial intelligence, affective gestures are becoming a scarce resource. Since algorithms can calculate logistics but cannot sincerely ‘root’ for a client’s success, it is the emotional component that becomes the main competitive advantage of humans in the economy.Affective gestures are displayed on some of our most well known symbols and signs.
Affective gestures are non-verbal expressions of strong emotions (affects) during communication, manifested in rapid, vigorous body movements (facial expressions, posture, gestures) that convey a person’s inner state, passion or excitement.
Key aspects of affective gestures
There is a close relationship between affective gestures and the emotional sphere. They play one of the key roles in communication between people.
The main aspects of affective gestures include:
- Emotional expressiveness — gestures make it easy to recognise emotional states such as joy, anger, surprise, fear or other feelings.
- Non-verbal communication — gestures are used as a supplement and can also serve as a substitute for verbal expression of emotions.
- Social function, which consists of regulating interaction (serving as an auxiliary tool), communicating intentions and feelings.
- Cultural specificity — the meaning of gestures can vary in different countries and cultures.
Key characteristics of affective gestures
Affective gestures have a number of characteristics, one of which is spontaneity. In most cases, they are formed automatically and are not consciously controlled.
Another important characteristic is emotional intensity — they vividly convey emotional mood. It is also important to note that most affective gestures occur instantly and do not last long. Their brevity is complemented by a symbolic function — a series of gestures can act as conventional symbols of a particular emotion. Raised hands, for example, represent joy.
Gestures are also characterised by intensity and expressiveness. These characteristics are directly dependent on the strength of the emotional experience.
Types of affective gestures
The main task of affective gestures is not to convey meaning, but to demonstrate feelings. The main channel is facial expressions, but postures, namely hand and body movements, often reflect emotional states.
Classification of affective gestures:
- Expressing specific emotions. These can be confusion, surprise, disgust, or joy.
- Indicating internal tension. Rapid, rhythmic movements of the fingers or feet are a sign of internal tension: impatience, irritability, or attempts to cope with stress.
- Signalling uncertainty or reflection. Touching the nose, chin or lips often signals doubt, inner turmoil, uncertainty or deep thoughtfulness.
- Indicating interest or detachment. Leaning forward is usually interpreted as a sign of engagement and interest in the interlocutor or a particular topic. Conversely, leaning back or turning away may indicate boredom, disagreement or a desire to keep one’s distance.
One of the most common examples of affective gestures is crossed arms. It often creates associations with closedness or defence, but in some cases it can be a normal habit or a way to keep warm.
Affective gestures also include tapping with fingers or feet — quick, rhythmic movements of the fingers or feet. Touching the face is also considered an affective gesture — in some situations, it indicates a desire to hide emotions, especially if the person touches their mouth.
A raised corner of one side of the mouth and slight facial asymmetry are another example of an affective gesture. This is a clear sign of contempt.
Hands clasped behind the back indicate self-control, confidence and control over the situation. Maintaining direct eye contact expresses honesty and openness. Frequent smiles and positive gestures, such as hugs and pats on the back, help to strengthen friendly ties and create an atmosphere of trust.
The importance of affective gestures in communication
Affective gestures play an important role in communication. They are used to clarify and reinforce verbal messages – they serve as clarification and simplify the understanding of the emotional context of words.
Affective gestures are used to regulate interpersonal relationships. This is one way of demonstrating a willingness to cooperate, trust or, conversely, a negative attitude.
Affective gestures help to increase emotional involvement, making communication more lively and sincere. They also serve as indicators of internal states, helping to identify emotions that people may hide with words.
Small changes in facial expressions, such as furrowed eyebrows or quick glances to the side, can help you understand when someone is not feeling their best, even if they do not say so openly.
Affective gestures serve as a tool for conveying attitudes towards interlocutors and the topic under discussion. They reinforce words or contradict them.
At the same time, it is important to take into account the fact that non-verbal signals can be misinterpreted due to personal biases, stereotypes or misunderstanding of the context. Affective gestures build connection and trust. Recognising sincere emotions and intentions by interpreting non-verbal symbols helps to establish good relationships and find common ground. For example, when sincere interest is detected in the other person through open gestures and positive micro-expressions, communication partners can feel more comfortable and confident.
Affective gestures can help prevent conflicts. Correct understanding of non-verbal signals contributes to the resolution of disputes. For example, early recognition of signs of discomfort or dissatisfaction through body language provides an opportunity for timely intervention and discussion of the problem before it escalates into a serious conflict.
Affective gestures prevent misunderstandings and miscommunications in conversation, complement the verbal part of communication with more subtle emotional signals, and help express respect for the personal space and boundaries of the interlocutor. With their help, you can express emotions without resorting to physical contact. They can be used in various situations, from professional conversations to personal meetings.