Chapter Summary

This chapter begins with a discussion of three significant challenges to persuasion. The first is divisiveness and entrenchment. Persuasion cannot function if neither side is talking or listening. The second challenge is mis-dis- and malinformation. False information spreads like a shockwave from a bomb. Once shared, it is not forgotten easily. Earnest attempts at persuasion must cut through the background of misinformation. A third challenge to persuasion is AI. AI and Large Language Models are becoming more and more proficient at creating persuasive messages autonomously. That AI can generate persuasive messages, however, does not mean it should be given free rein to do so. Despite these three challenges, the authors argue that persuasion is not a dirty word. Rather, persuasion is indispensable and performs a number of positive, prosocial functions. The authors’ position is that the motives of a persuader color the means of persuasion used. A persuader may use a fear appeal, for example, for a good or bad end. Culture also plays a role in the strategies people use to persuade. The chapter summarizes a variety of ethical perspectives. The authors advocate civility in the form of respect, equality, and tolerance when persuading. The chapter addresses ethical questions related to topics raised throughout the text, including source credibility; persuasion aimed at children; the use of deception; and employing threats, fear appeals, and other emotional appeals. The chapter devotes attention to visual persuasion and the use of deepfake videos to mislead. Suggestions for becoming more vigilant to misinformation are offered.

Quiz

1. 

During a business negotiation, an American manager directly tells a supplier, “We need these materials delivered by Friday, or we can’t launch on time.” In contrast, a Japanese manager might hint at the urgency rather than stating it outright. This difference illustrates that American persuasion typically relies on:

Direct, explicit requests

Indirect, subtle suggestions

Emphasizing group harmony and consensus

Avoiding confrontation to protect social reputation

None

2. 

A company advertises a miracle" weight-loss pill without disclosing that results are rare. The ethical perspective that assumes consumers are responsible for researching and avoiding being misled aligns with:"

Egalitarianism

Free market ethics

Situational ethics

Consequentialism

None

3. 

Tony is a con artist who thinks of customers as marks" and tries to trick them into buying a shoddy products. Tony is lacking what characteristic?"

Respect

Tolerance

Likeability

Equality

None

4. 

A manager who does not listen to employees' ideas during a meeting is demonstrating a lack of:

Tolerance

Respect

Likeability

Hubris

None

5. 

Telling a coworker, “If you don’t finish this report by 5 PM, you’ll regret it,” illustrates a persuasive strategy that is generally inadvisable because it lowers the receiver’s esteem, harms relationships, and can provoke aggression. This strategy is:

Deception

Fear appeals

Disingratiation

Threats of punishment

None

6. 

A teacher encourages her students before a big spelling bee by saying, “I know you’ve practiced hard. Take a deep breath, believe in yourself, and show everyone what you can do!” The teacher is primarily relying on:

Fear and guilt

Source credibility

An emotional appeal

Egalitarianism

None

7. 

After a news outlet reports that a celebrity was involved in a scandal, a later retraction clarifies the story was false. Despite this, many people still discuss the celebrity as if the scandal happened. This is an example of:

The continuing influence effect

Confirmation bias

The illusory truth effect

Source amnesia

None

8. 

A student reads the statement, “Drinking green tea improves memory,” multiple times in a magazine. Later, even though they have no evidence, the student is more likely to believe it is true. This illustrates:

Source amnesia

Confirmation bias

The illusory truth effect

The continuing influence effect

None

9. 

Which type of emotional appeal is generally more ethical?

Prosocial appeals

Divisive appeals

Both prosocial and divisive appeals are equally ethical

None

10. 

The authors' advice for reducing cultural, political, and social divisions is to increase your latitude of acceptance and decrease your latitude of rejection

True

False

None

11. 

According to the textbook, persuasion need not be intentional. It can be accidental as well

True

False

None

12. 

Regarding deepfakes, the text suggests that deepfakes are easily detected, so they pose little risk to society

True

False

None

13. 

According to the textbook, persuasion is analogous to a _

14. 

According to the textbook, the moral quality of an influence attempt is derived primarily from the motives of the _

15. 

The textbook authors do not believe _ should be used as a criterion for distinguishing ethical versus unethical influence attempts.

Time’s up

Essay Questions

1. Which of the many persuasive strategies and tactics discussed throughout the text would you say is the most ethical? Which would you say is the least ethical? Why?
2. Do you agree or disagree with the textbook authors’ position that it is the motives of the persuader, not the means of influence, that determine how ethical or unethical a given influence attempt is? Explain your reasons.
3. Are researchers who study persuasion responsible for the uses to which their findings and results are put? Is it the researcher’s fault if a persuasive strategy they have studied is used by an unscrupulous persuader?