Bob McCarty Writes

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When presidential candidates John McCain and Barack Obama meet in the election debate tonight at the University of Mississippi, it will be style and smoothness that will catch the ear of persuasion expert Randy Sparks.

Sparks, an associate professor of marketing at the University of Dayton, will be listening carefully to the styles of the candidates during tonight’s debate in Oxford, Miss.  He has found that speakers who use many “ers” and “ums” or speak with considerable hesitation are less effective persuaders.

“The degree to which a speaker is fluent has an effect on his or her credibility. Even though what someone says may make sense, you are more likely to think they don’t know what they’re talking about,” he said.

I was so inspired by Obama’s speaking style that I designed the “Barack Uhhbama” merchandise line that includes t-shirts and other items featuring a graphic like the one shown above.

To read more about Sparks’ work and how he will be monitoring tonight’s debate, click here.