2. A Classic Communication Strategy Model (Berlo) Now Almost 50 Years Old Sender Message Channel Receiver
3. Times Have Changed – New Research and New Approaches Sender Behavior Processes Receiver Behavior Processes Messaging Needs to Reflect Behavior Processes
4. In 1978 Ned Hermann developed an assessment protocol to profile Thinking Styles in accordance with his 4-quadrant brain dominance theory, now known as the Whole Brain Quadrant Model
5. The Whole Brain Quadrant Model is only one of many 4-quadrant behavioral models All provide similar results although starting from different directions There must be something to the idea that we can roughly categorize perception and behavior in a simple, easy to use, and easy to understand framework. Most 4-quadrant models evaluate using two scaled continuums, one forming the vertical axis of the model, the other forming the horizontal.
6. Some Examples of 4-Quadrant Models: Gregorc Model, used primarily by educators, has implications for teaching and learning styles. Scale continuums: Concrete ↔ Abstract Sequential ↔ Random Merrill-Reid Model focuses on observable social behavior. Scale continuums: Asks ↔ Tells Controls ↔ Emotes DISC Model, very popular for business applications, is most useful for individual performance and team development. Scale continuums: Task ↔ People Process ↔ Quick
7. PS: RESEARCH! & Consulting uses various 4-quadrant models to: Better understand the communication needs of both senders and receivers Develop approaches to improve interpersonal as well as group communication and organized messaging between senders and receivers
38. Example A How would individuals with various dominant quadrant preferences tend to decide on the purchase of a new computer? HOW - I want this computer because for $2,000 I get a 2.1 Ghz processor, 10/100/1000 ethernet, 4 GB of ram, 750 GB hard drive, DDR3 SDRAM memory, rewritable DVD drive and a Windows 7 operating system. WHAT - I want this computer because it was voted best value by “Consumer Reports,” has a 3 year limited warranty, and lifetime technical support. WHO - I want this computer because I like the color, the monitor is big, and because the salesperson was very helpful and said that if I had any problems I can always talk with a technical person in the store. WHY- I want this computer because the new design is great, the fact that the speakers simulate holophonic sound means I can meditate listening to my CD’s without having to put on headphones and I can access the data on my hard drive from my cell phone easily.
89. Example B Assessment reporting for Individual X screened for participation in a qualitative marketing research study of health product consumers HOW WHY WHO WHAT
90. Example B Shaping One-on-One Communication With Individual X Keep in mind relative importance of basic orientation REFLECTIVE WHY FUTURES Vision New Concepts Intuition Environment Synthesis HOW FACTS Logic Analysis Measurements Performance Efficiency ABSTRACT CONCRETE WHAT FORM Methods Resources Organization Sequence Control WHO FEELINGS Personal Values Relationships Communications Emotions Recognition EXPRESSIVE
108. Example B Shaping One-on-One Communication With Individual X Choose words that can be related to easily Some good word cues crossing WHOandWHAT quadrants: The green light INDICATES you are ready to proceed. What are some SIGNIFICANT examples? What are your most VIVID impressions? . . . REPRESENTS how easy it is to control what you see and hear. Some good word cues crossing WHOandWHY quadrants: What are your CONCERNS about what you saw or heard? Tell me your immediate IMPRESSIONS. Why do you BELIEVE . . .? Why would someone REACT in that manner?
109. Example B Shaping One-on-One Communication With Individual X Choose words that can be related to easily SomeHOWquadrant word cues to probably avoid using: On a scale of 1-10 how do you EVALUATE . . .? On quick EXAMINATION we can see that . . .. Statistics show no adverse CONSEQUENCES. What OUTCOMES do you expect?