The difference between manipulation and persuasion can be very narrow. This persuasion involves understanding how people think and hence trying to integrate and present the facts in a way that they can easily identify within an effort to convince them about a certain line of thinking, Messina, (2007) argues that, manipulation is known by looking underlying intent of the person that is trying to persuade. Genuine persuasion is characterized by truthfulness and transparency on the part of the person. On the other hand, manipulation is a form of persuasion that is done with the intention to fool and control the other person into doing something that will either harm or have no benefit to them at all.

For example, if I selling a car and a man came to me with a family of six people enquiring to purchase a minivan to facilitate the movement of the family. Manipulation will come into play when I purpose to use my developed persuasive skills to convince the person to buy a two-seater convertible because it is modern and it will make his teenage son happy. On the other hand, my intention is very selfish since I just want to get the high commission that is placed on the convertible. On the other hand, if the customer did not clearly have any particular vehicle in mind and I convinced him to buy the convertible vehicle. That would be persuasion.

References:

Messina, A., (2007). “Public relations, the public interest and persuasion: an ethical approach”, Journal of Communication Management, Vol. 11 Iss: 1, pp.29 – 52

READ ATTACHED 2 AND ANSWER QUESTION 2

Mickey, makes a reasonable case, but is it good enough? One of the problems we face is that if there is a higher commission involved, our own brains easily persuade us as the sellers that everyone needs the convertible, even the man with four children. The logic is simple: I get a larger commission for the convertible. Convertibles are about driving freedom. Within moments of making that connection I find myself believing in my heart that everyone needs freedom to drive, and the best freedom to drive is a convertible, even if they come in thinking a more practical vehicle is best for them. A practical vehicle is about confinement, but everyone needs freedom. So with that logic in my mind, it is an easy step to persuading everyone to buy a convertible. Besides, if they did not want to be convinced they would stick with the minivan. I can assure myself of the rightness of my efforts because my brain tells me that objectively, everyone needs a convertible and I could only successfully persuade the buyer because in fact that was their real need. So my brain constructs a very tidy framework that gets me what I unconsciously want and at the same time I feel good (morally correct) about what I have done.

Our unconscious minds can be likened to a silent gorilla and our conscious minds can be likened to a monkey that sits and chitters on the gorilla’s shoulders. The gorilla wants the larger commission. It isn’t hard to persuade the monkey that everyone needs whatever it is that gets the gorilla what it wants.

QUESTION 2

So how do we defend our persuasive ethics from our brains?

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