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Eye contact and facial expressions also play a role in persuasion. A study conducted by Brian Mullen and colleagues (1986) and discussed in Gladwell (2002) took place during the presidential campaign between Walter Mondale and Ronald Reagan. All ABC, NBC, and CBS nightly newscasts were videotaped for 8 days prior to the election. All references to the candidates were organized into 37 segments, each approximately 2.5 seconds long with no sound. Subjects were asked to watch each segment by each newscaster (Peter Jennings at ABC, Tom Brokaw at NBC, and Dan Rather at CBS) and score he facial expressions on a 21-point point scale from 1, “extremely negative,” to 21, “extremely positive.” The results indicated that Brokaw and Rather used practically the same expressions for both candidates (scores averaged in the 10ss for Rather and 11s for Brokaw), but Jennings had a 13.38 when talking about Mondale had a 13.38 when talking about Mondale and a 17.44 when discussing Reagan. When regular watchers of each program were called and asked whom they voted for, those who watched ABC voted Reagan significantly more often than those who watched the other two stations, even though additional research showed that ABC was the “most hostile to Reagan” (Gladwell, 2002, p. 76). The study was repeated in the Michael Dukakis—George H. W. Bush campaign with the same results. The researchers concluded that it was a subtle pro-Republican bias showing in Jennings’s face that influenced the viewers.