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language expectancy theory
Language Expectancy Theory (LET) is a theory of persuasion.〔M. Burgoon and Miller, 1985; M. Burgoon, Hunsaker & Dawson, 1994; M. Burgoon, Jones & Stewart, 1975〕 The theory assumes language is a rules-based system, in which people develop expected norms as to appropriate language usage in given situations〔M. Burgoon and Miller. 1985〕 Furthermore, unexpected linguistic usage can affect the receiver's behavior resulting from attitudes towards a persuasive message.
==Background to the theory==
Created by Michael Burgoon, a retired professor of medicine from the University of Arizona, and Gerald R. Miller, the inspiration for LET was sparked by Brooks’ work on expectations of language in 1970. Burgoon, Jones and Stewart furthered the discussion with the idea of linguistic strategies and message intensity in an essay published in 1975. The essay linked linguistic strategies, or how a message is framed, to effective persuasive outcomes. The original work for the language expectation theory was published in 1978. Titled “An empirical test of a model of resistance to persuasion”, it outlined the theory through 17 propositions.
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