Man has struggled with a thousand different questions throughout our existence. It is in our nature to do so, as well as in our nature to find the answers. One of those nagging questions is what is considered to be right and wrong. The answer, although it differs depending on who you ask, can boil down to one word: ethics. Ethical behavior is not only a way of life, but a figurative line that our society has drawn to separate the moral paths from the immoral. While this applies to everything in life, it is significantly apparent in persuasive communication. There are always “right” and “wrong” ways to do things, but when pertaining to persuasion the affects are great. With every question that arises, come even more theories to the answer. Ethical behavior in persuasion is no exception to this rule. The following paper will analyze why ethics in persuasion is significant, its theories, and the impact its practices have on persuasion.
Ethical behavior, as a whole, is a necessity in our way of life. Every decision we make, and every action we take has a consequence. We are creatures of intellect and free will. The paths we choose to take not only affect us, but everyone else that is involved, even in the most miniscule ways. Because of this, a vague set of rules has been laid down. These “rules” are not so much what we have to do, but more what we should do. They are based on the same morals that most of us are taught through our entire developing life. These rules are most commonly known as ethics. Without ethics there would be no boundaries, and without boundaries there would be no compassion. Compassion is the key word here. It is the glue that holds our unstable species together, and causes us to care not only about ourselves, but for our fellow man. When applied to persuasion it is no different. The significance of ethical behavior in this form of communication is as important as in any other. Without it, the boundaries would be gone, and our compassion would disappear with them. To understand the necessity of ethics we must figure out the why, and in order to learn the answers, we must have theories.
The first of the theories to be discussed in this paper is Utilitarianism. This theory states that a person should consider both the costs and the benefits, as well as choose the path that gives the largest amount of satisfaction for the largest number of people (Granitz & Loewy, 2007). When pertaining to persuasion, this means that the persuader should not only take themselves into consideration, but also that of the person on the receiving side. The impact this has is substantial. It is easier to persuade someone when there is not much risk involved for that person. In this case, no one is being taken advantage of, and the outcome is positive for both the persuader and “persuadee.” For example, if a salesman uses the utilitarian approach in his profession he will be successful due to the trust he builds with the clientele. He will have a better chance at a successful persuasion, as well as form a relationship with the customer. Using ethical behavior gives the customer the sense that the salesman is honest, causing them to return for business in the future. Research shows that salespeople who use an ethical approach are more likely to build strong relationships with their customers, positively affecting their satisfaction, trust, and commitment to them (Hansen & Riggle, 2009). Unfortunately, not every theory of ethical behavior is positive and practices compassion.
The second of the theories discussed in this paper is Machiavellianism, also known as ethical egoism. People who use this philosophy are on the other side of the spectrum when it comes to showing compassion. They have no problem sacrificing others’ needs for their own interests, showing care only for what is best for themselves (Granitz & Loewy, 2007). While this approach has the same significant impact on persuasion as Utilitarianism, it has different effects on both parties. The intentions of the persuasion are only for the benefit of the persuader, completely discounting those of the recipient. Take a con man, for example. His intention is to persuade someone to give him money, maybe for an “investment,” for the benefit of both parties. However, the reality of the situation is the con man takes the money for his own benefit, leaving the victim empty handed. He has no qualms about “stealing” from this person because the outcome is good for him, despite the effects it has on the other. That being said, an ethical egoist considers the most important duty of their persuasion to be the highest compensation they get out of it (Shaver, 2010). In the end, the impact Machiavellianism has on persuasion is a negative one, at least for the person being persuaded. It is, to say the least, a highly unethical approach.
The importance of ethical behavior, whether it is overall or pertaining to persuasion, is of the greatest. Without it, we would never know what lines to cross when considering each others’ best interests equally. To practice ethical behavior is to show compassion, and showing compassion is what keeps our species different from the rest that inhabit this planet. Utilitarianism leans more towards the ethical side of the “line,” while Machiavellianism leans more on the other. Each holds equal impact on persuasive communication, but with two different effects. In the end, it is up to the persuader to determine which theory is best suited. We can only hope that the more compassionate route is taken.
Granitz, N., Loewy, D. (2007). Student Plagiarism. Journal of Business Ethics, May 2007, Vol. 72 Issue 3, p.293-306.
Hansen, J.D., Riggle, R.J. (2009). Ethical Salesperson Behavior in Sales Relationships. Journal of Personal Selling & Sales Management. Spring 2009, vol. 29 Issue 2, p.151-156.
Shaver, R., (2010) Egoism. The Stanford Encyclopedia of Philosophy, Winter 2010 Edition, Retrieved from http://plato.stanford.edu/archives/win2010/entries/egoism
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