The Big Three: Persuasion, Manipulation, and Seduction

There is not one moment in our day, other than when sleeping, that we are not subjected to some form of persuasion. It is a prominent tool used in everyday human communication. Every time we turn on the television is another chance for the advertisements to reach their powerful fingers into the depths of our minds, tweaking our wants and needs to meet what it is they are selling. In 2012, Americans will be confronted with a familiar source of persuasion that is not much different than a commercial. Presidential candidates use persuasion to convince the people to vote for them. They might not be selling a specific product, but they are selling their political ideas and agendas. In essence, it is all achieved through persuasion. The question, however, is whether or not persuasion is the only communication tool used to achieve one’s “goals.” The answer is, simply, no. Persuasion is one of three effective ways to get what one wants. The other two are seduction and manipulation. Each is similar in ways, but also very different. Throughout this paper I will detail the differences between each, as well as describe which technique audiences respond best to.

The first of the three techniques is persuasion. Persuasion can be defined as “the shaping, changing or reinforcing of receivers' responses, including attitudes, emotions, intentions, and behaviors (Pfau & Perot, 1993).” Persuasion is a communication tool that is used every minute of everyday. This does not necessarily mean by one person, but by the human population in general. It stands out from the other two techniques discussed in this paper because it is not generally thought of as a negative approach to communication. Persuasion can have both positive and negative intentions behind it. When a person is having cardiac troubles, or is suffering from high blood pressure, a doctor will try to “persuade” them into exercising and dieting better. If a parent’s child is falling behind in school, they will attempt to use positive persuasion to raise that child’s academic skills and grades. Unfortunately, not all examples of persuasion are positive. Peer pressure has always been a form of persuasion that can result in a negative outcome. Teenagers are often persuaded into experimenting with drugs and alcohol at a young age. They are told by their friends that it is “cool” to take part in these dangerous activities, and are coerced into saying yes. This is actually very close to the next technique to be discussed.

Manipulation is probably most known as an unethical form of human communication. Usually, it is used by someone in order to serve their own interests at the behalf of others. Manipulation is defined as the act of negotiating, controlling, or influencing someone through the use of cleverness, skill, or deviousness (Collins, 10th Ed.). Manipulation is a widely used tool in the sales world. People who work in sales are notorious for “manipulating” people into purchasing a product that may or may not be worth the money spent. It is a very powerful tool that comes in handy for those who will go to any means to for personal gain. Manipulation uses coercion similar to persuasion, but on a much more malevolent level. Douglas Rushkoff, a youth consultant and author, states: "Coercion is much more debilitating than persuasion or even influence . . . Coercion seeks to stymie our rational processes in order to make us act against - or at the very least, without - our better judgment (Honigmann, 2000).” Coercion and manipulation are one in the same. Scam artists are masters of manipulation, and the internet is their playground. Everyone has received emails about the next best investment, or the “you have one a car!” pop-up ad. These are all people trying to manipulate us into giving away our hard earned funds for the questionable. The technique of manipulation runs very close to the next one in this paper.

The last of the techiques discussed in this paper is seduction. Seduction may be the most dangerous of the three because it tends to feed on natural desires and wants. Secuction is defined as the act of winning over, luring, or attracting for one’s own gain (Collins, 10th Ed). The most common form of seduction is through the use of sex. Both men and woman will use seduction, whether sexual or not, to get what is in their best interests. Nina DiSesa, chairwoman of McCann Erickson/New York, says that seduction is about “using our feminine wiles and instincts to get what we want and deserve in a man's world, even though the cards are stacked against us (Rosenblum, 2008).” Financial stability is also a tool used in seduction. Both men and women are seduced by a nice car, a big house, or a fat bank account. It is easy to seduce because it causes people to be blinded by the “goodies,” despite the after affects or repurcussions.

Persuasion, manipulation, and seduction might be different in several ways, but they are also very much the same. In the end, the goal of each is to change people’s beliefs, attitudes, or values. Persuasion can be affective against any audience because it spans a very broad area of communication. Manipulation, most of the time, will effect those with weaker will or do not have a strong grip on their own attitudes and beliefs. Seduction, most of the time, has a smaller effect, but can still be applied to anyone because we all face temptation in our lives. It is just something that is inside of us. This is true for all of the techniques. Each and every one of them can affect any person, at any time. What matters most is whether or not we choose to react to the positive ones, or the negative.

Honigmann, D. (2000, July 6). Manipulation that stymies rational processes: An analysis of modern marketing techniques suggests that corporations' selling tactics have moved on from being:[Surveys edition]. Financial Time, p. 01. Retrieved March 21, 2011, from ABI/INFORM Global. (Document ID: 56103924).

manipulation. (n.d.). Collins English Dictionary - Complete & Unabridged 10th Edition. Retrieved March 21, 2011, from Dictionary.com website: http://dictionary.reference.com/browse/manipulation

Pfau, M., and Perot, R. (1993). Persuasive communication campaigns. Boston: Allyn & Bacon, p. 6.

Rosenblum, G. (2008, March 9). On top of the world:She counsels businesswomen to break the rules, brag and flirt. Ad agency powerhouse Nina DiSesa's success strategy isn't exactly orthodox, but it's clearly working for her.. Star Tribune,E.1. Retrieved March 21, 2011, from ProQuest Newsstand. (Document ID: 1447245391).

Persuasion: An Analysis of Ethical Behavior

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

Evaluation of AltMedicine.Org

1.Altmedicine.org does not show any sort of sponsorship for the information that they provide on their website.

In order for a medicinal website to be considered legit, it must have some form of sponsorship by a reputable medical organization. This particular website states that the information provided should not be taken as professional opinion, as well as not acted upon with the mindset that it is. Not everything on the website may be confirmed as genuine, but some of it most certainly can be. If the website were to get the confirmation of some of the methods from a reputable source, they could show that they are considered acceptable by medical professionals.

2.There are not many sources for each type of information available.

The website makes an effort to show that certain medical methods have been used for a long time, but shows no credible sources for the information provided. This is also true for the description of the methods themselves. If they were to provide reputable sources for the procedures, as well as their effects the information could be considered more reliable.

3.The suppliers of the information on the website do not show professional credentials.

The administration of the website state that they are not professionals, but if they are trying to pass information on as reliable they have to have professional opinions to back them up. If they were to have licensed medical professionals acknowledge the information as truth they would have a better chance of being considered credible.

4.The privacy policy and information about who runs the website is not made abundantly clear.

The purpose of having an “about us” tab to click is to allow the visitor to learn more about those running the site. This website has the tab, but does not have any information listed when clicked on. If people are trying to learn about alternative medical procedures, they want to know who they are getting the information from. This is not only true on a professional level, but those who are serving as the vessel as well.

Universal Understanding of APA Formatting

INTRODUCTION

Overview

Ashford University and its faculty have always done an excellent job of providing their students with the proper education, support, and tools needed to be successful. The issue being addressed in this document is by no means a negative reflection on the University and its staff, but one that should be rectified in order to build on the success provided to Ashford students. It is a requirement of the university that all students use APA formatting when submitting written assignments for grading. However, the standards of APA formatting tend to vary from instructor to instructor, causing confusion among students as to what is the proper and acceptable format expected.

Statement of Problem

The absence of a clear and universal understanding of proper APA formatting by all the university instructors leads to variations in how assignments are expected to be submitted from class to class. While one instructor considers to be acceptable formatting, another may not. This confusion hinders students from learning the one true APA format, as well as takes away time that instructors could be applying to other areas of the classroom.

Need

Although there is a general understanding of proper APA formatting throughout the university’s faculty, expectations vary from instructor to instructor. These variations lead to inaccurate grading, wasted time, and improper information giving.

PROPOSED PLAN

The following plan is designed to eliminate confusion among instructors on proper APA formatting, putting everyone on the same page as to what is expected and accepted.

Methods
Ashford University and its faculty can reach a clear and universal understanding of APA formatting by taking these steps:

Mandatory Workshops and Materials. Requiring faculty to attend frequent workshops based on changes made to the APA formatting, as well as for “refreshing” purposes will keep everyone up to date on what is the proper and correct APA style. Workshops not only allow people to work together, but also facilitate a more successful outcome (Cameron, 2005). Supplying each instructor with the same materials and literature to use for APA referencing will eliminate any confusion as to what is correct and incorrect. The correct and best sources that should be used are the Purdue Online Writing Lab and the 2009 APA Guide (Anderson, Angeli, Brizee, Keck, Lawrick, Moore, Soderlund, &Wagner, 2011).

APA Format Submission Program. Instructors will have a program that allows them to submit each assignment individually, displaying which areas of a student’s paper do not follow proper APA style formatting. The results will be immediate, allowing instructors to concentrate on the content of the work rather than how it is prepared. This will also make sure that there is only one correct and acceptable APA style expected from every instructor at Ashford.

CONCLUSION

Ashford University prides itself on the education, support, and tools for success that it and its faculty provide for students. Instructors having a universally clear and concise understanding of APA style formatting will only add to that success. If instructors are all in agreement on the expectations, have frequent “refresher” workshops, use the same materials, and have access to in-class programs that simplify format grading, confusion will be eliminated. Acceptance of this proposal will not only benefit Ashford and its faculty, but brighten even more the future of its students.

Anderson, M., Angeli, E., Brizee, A., Keck, R., Lawrick, E., Moore, K., Soderlund, L., and Wagner, J. (2011, April 19). General Format. Retrieved from http://owl.english.purdue.edu/owl/resource/560/01/

Cameron, E. (2006). Facilitation Made Easy: Practical Tips to Improve Meetings and Workshops (3ed). Kogan Page Ltd. London, GBR. Retrieved from http://site.ebrary.com/lib/ashford/docDetail.action?docID=10106656&p00=success%20workshops