Does the end always justify the means?
There are numerous reasons to develop effective interpersonal communication skills to facilitate persuasion, and there are countless people who benefit from positive compliance-gaining techniques. Healthcare is an example of one industry that is seeing positive outcomes from publicity surrounding healthier lifestyles including exercise, healthy eating, and smoking cessation (Georgia Watch, 2010). However, there are countless examples of publicity illustrating examples of unethical persuasion resulting in fraudulent activity and disappointing outcomes. For this reason, the motivation resulting in a positive outcome must be viewed closely. Is a positive outcome the result of persuasion that benefits the sender (salesperson), one that benefits the receiver (consumer), or one that benefits both?
Persuasion
To gain a better perspective, it is necessary to consider various definitions of the term “persuasion”. In recent years, the criteria used to determine the basis for the definition of persuasion has changed. This is the result of studies that have been performed to review the cause and affect of communication techniques and the resulting change in attitude or behavior. Seiter and Gass (2004) provide the following possible definition to be considered among many others: “Persuasion is the name we give to the type of communication that brings about change in people.” (Bostrum, 1983).
It does seem reasonable to expect that a change in attitude or behavior must occur in order for a deliberate attempt to influence another person or group can be identified as persuasion. Clearly, a salesperson will be highly motivated to use strong persuasive techniques to persuade a consumer to purchase the product or service that he is selling. Many salespeople earn their income through commission-based sales, and therefore, successfully closing a sale “puts food on the table”. This leads to a critical point: does the motive of the salesperson to provide for his family justify his means to persuade the consumer and close the deal, and if not, under what circumstances are his persuasive tactics unjustified?
To determine whether or not the end justifies the means in this case, consider scams that have been commonly used to swindle thousands of dollars from senior citizens. An article in the Gainesville Sun reports senior adults fall victim to an estimated $2.6 billion each year (New York Times Company, 2010). Some common scams that have received publicity in recent years are phone calls notifying the senior that they are a sweepstakes winner, promises of money saved by eliminating credit card debt, and calls from a scam-artist claiming to work for a collection agency. Although the tactics used by these con-artists are obviously unethical, they are also motivated by the sender’s goal to persuade the receiver to change his attitude or behavior and do something that will produce the desired outcome. The scam artist may have a family to provide for, but even so, his actions are harmful and the senior citizen that falls prey to this fraudulent persuasion is a victim.
Attitudes and Attitude Change Processes
The theory surrounding attitudes and attitude change processes establishes the connection between the receiver’s attitude and their predictable behavior (Seiter and Gass, 2004). A possible reason that senior citizens may be vulnerable to financial scam is loneliness. Although an elder adult may be suspicious of a caller notifying him that he has won a sweepstakes, he may be lonely and need attention, which may entice him to remain on the phone with the caller. It is likely that the scam artist will use high pressure sales tactics to persuade the senior to provide personal information or a credit card number, allowing the thief an opportunity to steal directly from them. The lonely attitude leads to the predictable, vulnerable behavior of the senior citizen. Although there are many applications of this theory as ethical practices, the scenario described in this example is not an ethical approach to persuade the consumer’s action.
Another definition of persuasion offered by Seiter and Gass (2004), is “Persuasion encompasses the processes by which language and actions influence the choice-making of ourselves and others.” (Williams and Cooper, 2002). In this scenario the persuasion which occurs results in a positive outcome for both the sender (salesperson) and receiver (consumer). By acting in the best interest of others, the salesperson uses ethical persuasive techniques such as assertiveness and argumentativeness in order to influence the consumer’s actions in such a way that he will benefit. This last definition describes a form of persuasion that promotes a win-win for both sender and receiver.
Theory of Reasoned Action
This theory outlined by Seiter and Gass (2004) offers tremendous opportunity for both the sender (salesperson) and receiver (consumer) to evaluate and consider the risks and benefits associated with an action or behavior. Generally speaking, a person chooses the action which closely resembles his intentions and what he considers to be the most favorable outcome. A salesperson who employs persuasive techniques to sell something to a consumer that truly is in the best interest for the consumer to consider, understands the importance of his ethical behavior.
The criteria supporting many of the previous definitions for the term persuasion has become much more specific in recent years, which also means the theories for ethical persuasion may become more specific depending on the context they are considered. Persuasion can occur whether the action that was taken to persuade another was done through deception or manipulation. The motivation resulting in a positive outcome must be viewed closely. The conclusion here is a positive outcome results from persuasion that benefits both the sender (salesperson) and the receiver (consumer)
References:
Bostrum, R. N. (1983). Persuasion. Englewood Cliffs, NJ: Prentice-Hall, p.8.
McGuire, K. (2010). Scams abound to target seniors. Gainesville
Seiter, J.S. & Gass, R.H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining. Pearson Education, Inc.
Unknown. (2010) Georgia Watch. Hospital Accountability Project: Northeast Georgia Medical Center
media age (3rd ed.). Greenwood, IN: Educational Video Group, p.4
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