Language expectancy theory (LET) is a language based theory of persuasion . The theory looks at the effects of linguistic variations on persuasive messages. It is based on the assumption that language is a rules-based system and people develop certain norms and expectations in regard to the appropriate usage of language in given situations .

Deviations from normative behaviors can affect the receiver's attitudes and behaviors towards a persuasive message. Central to the theory is the construct of expectancies. In communication, expectancies can be seen as enduring patterns of anticipated behavior .

Expectancies are grounded in societal and cultural norms. Cultural and societal forces influence language and determine what is normative and what is a variation from (or violation of) the norm . Research suggests receivers develop expectations about the linguistic properties of language and about how a given communicator will behave in a given situation .

Violations of these expectations will affect the receptivity of persuasive messages and can either facilitate or inhibit persuasion. LET argues typical language behaviors will fall within a normative "bandwidth" of expectations, which tends to vary as a function of the perceived credibility of a source, the normative expectations of the receiver, and the perceived normative social climate within a given culture or group. For example, in most cultures, men tend to benefit from a wider bandwidth of expectations than women regarding the use of aggressive or intense language, consequently, the utterance of expletives are more likely to conform to one's expectations of how men generally behave, but negatively violate one's expectations of how women generally behave.

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