Marketing communication: principles and practice

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BOX 4.2
PRESENTATION, CONVERSATION, ELICITATION
‘I get what I want by helping you to get what you want’ – interdependence
‘I get what I want, with no regard for other(s)’ – independence
‘I get what you want by deferring to your authority’ – dependence

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to which participants benefit. Cooperation can increase the benefits gained
(Box 4.3).
Thayer (1968) pointed out the lack of a satisfactory way of saying what 
is necessary to human communication – that each communicator takes
something other than themselves into account in their thinking and expressing
of ideas. ‘When we have learned how to express what others will comprehend,
and to comprehend what others will express, we will have learned how to
communicate, and, in communication, we know’ (Thayer, 1997: 7).
In order to be a proficient communicator, a person must have the ability
and the susceptibility to take some things into account. Wherever and
whenever human communication occurs there must be at least one person
taking something into account. Susceptibility simply means openness,
sensitivity, or impressionability. Appreciation (Vickers, 1984) is a good term
for this ‘taking-into-account’. Langer used the term mindful (as we saw in
chapter three). Later, Thayer (1997) used the term ‘minding’ to suggest
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I Win – You Lose
I Win – You Win
I Lose – You Lose
I Lose – You Win
compete
cooperate
compete
cooperate
Y
our communication style
My communication style
Figure 4.4
Outcomes of possible communication style combinations
BOX 4.3