“Actions speak louder than words”
On any given day, a person
decides on hundreds of actions to take or not to take. Some actions (or,
equally, non-actions) in a day are negligible in relation to rest of your
lifetime (such as deciding which favorite T.V. show you want to watch with your
dinner tonight), while others can prove to have a greater impact for the near
and distant future (like deciding whether or not to go to graduate school). With
that in mind, similar to how actions convey decisions, actions can also intentionally
or unintentionally communicate more or something other than expected.
One example of where a person
taking an action does so with deliberation and intent is with high school
students and the University of Illinois at Urbana-Champaign’s relatively recent
Self-Reported Academic Record (SRAR) Admissions Process.
First,
a little side-background…
Developed as a method to expedite
the University’s new student admissions decision-making process, SRAR is
supposed to deliver relevant student academic records to University Admissions
as quickly as possible without the delay of waiting for sealed and mailed official
high transcripts. SRAR relies on individual high school students to self-report
their personal coursework and grades within their university admissions
application by following detailed given instructions found in print on the
application and in a video tutorial. When high school students fill out their
SRARs, they are fully aware that the information they’re supplying is meant to
be taken into consideration for admission into the University. At the same
time, they are aware that they will need to send an official high school
academic record if they are admitted and decide to go to the University. If,
however, there are any discrepancies between their self-reported and official
records, their admissions offer can be rescinded and, in the case of some fraudulent
claims, the University may send a notice to other universities with similar
admissions policies or within certain inter-university networks.
Since there are two actors in this example, there are to
actions to examine. On one side, you have the University of Illinois at
Urbana-Champaign’s Admissions department. On the other, you have a high school student
applying to the University of Illinois at Urbana-Champaign with, for all
extensive purposes, the desire to be admitted to the University (—reasons for
which can vary from the pride of simply being admitted to because the
University is his/her dream school). The actions taken by both actors revolve
around the issue of submitting an accurate and truthful SRAR. University
Admissions takes action by communicating their preference for an accurate and
truthful SRAR through the detailed instructions they supply on their university
application form, website, video tutorial, and email/phone contact. By taking
the action to communicate through these various modes of instruction, the University
Admissions department is deliberately signaling applicants of their preference
for an accurate and truthful SRAR submission. Combining the previous University
Admissions’ signaling action with the understanding of what the purpose and repercussions
are for an applicant’s submission, the action of submitting an accurate or
inaccurate SRAR discloses more than just an academic history—it reveals the student’s
integrity and ability to carefully follow instructions. Thus, an applicant’s deliberate
action of submitting an accurate or inaccurate SRAR speaks more to his/her
character than whatever can be said in an admissions essay.
Conversely, other than deliberate actions, there are actions
that communicate messages that the sender may have not intended. Take the
example of the price-match guarantee policies of certain retailers. This policy
states that if a customer finds (and, in most instances, brings proof) that the
same product is available at a competitor store at a lower price, the retailer
holding the policy will sell the consumer that same product at that lower price
and/or give a refund if the product was already sold at the higher price. The
retailer takes the action to adopt the price-match guarantee policy as a way to
secure customer loyalty (and sales), especially around price-fluctuating
holidays/seasons. Additionally, a retailer’s action to follow such a policy
acts as an assurance or promise of price security to the retailer’s current or
potential customers. Yet, while a retailer may advertise this policy to
customers for the above reasons, it may also be unintentional threatening competitors
to not start a price war. This threat, hidden due to the original action’s
focus on notifying customers, announces to competitors that they should be wary
of lowering their own prices. Not only will the earlier mentioned retailer’s
customers (in some sense act as spies and) report back about any price changes
but it would also lower its prices as well. So if a competitor continues to lower
its prices, the retailer will follow suit with its price-match policy and
eventually it would come to the point where both the retailer and competitor would
have greatly reduced sales. The action to commit to a price-match policy as
evident in a dip or lower quarterly/monthly/weekly sales figures of a
competitor, even after a price reduction, demonstrates how this message, though
inadvertent, can still be communicated from a retailer to its unintended
competitor audience.