Ethical Behavior in Persuasion
By
the late 1960’s Ostrum (1968), counted some 34 different persuasion theories of
which two I am writing about in this paper. I am going to write about The
Theory of Reasoned Action and the Mere Exposure Theory and how or if these
persuasive theories can be done ethically and the impact ethics has on
persuasion in certain environments. Ethical behavior in persuasion allows us to
communicate properly, honestly, and respectfully. Ethical persuasive behaviors
are important because it allows for communication to take place in a humane
manner, and its significance is marked by the evolution of a communication
process and theories involved that has been practiced and studied for
centuries. (Seiter & Gass, 2004). The question is, Can it always be done
ethically? What drives ethical
persuasive behaviors varies per each individual person according to their
motivation and other modern day variables that can impact judgments.
Motivation
and the ability to motivate affect everyone at some point in our lives. It also
can be used with the Theory of Reasoned Action.
This theory is often referred to as a “rational” theory of persuasion,
because it focuses on the deliberative process an individual engages in when
she or he is presented with a persuasive message. It also has a lot to do with
their behavior intention. Behavior intentions are in turn guided by two major
factors: a person’s attitude and motivation toward the behavior and subjective
norms. (Seiter & Gass, 2004). A perfect example of this would be if a person
goes into a retail store and intends on buying a Sony television but ends up
buying a Samsung due to different types of persuasion that may be presented to
him/her while shopping. As a motivator the store sales person would need to
make sure that his/her sources are credible especially when talking to a
customer about a product that they did not intend on buying, which researchers found increased persuasion
when trying to sell them a different brand of television. In order to
effectively prepare individuals to assume roles as responsible business
professionals, it is important for the business educators to incorporate
trainers to understand the nature of ethical decision, so that enhanced
training can be developed to improve ethical persuasive actions towards
customers. (Celuch, & Dill, 2011). This would have a huge positive impact
on the selling strategies. Each person should promote the other’s well-being
whenever he can and the failure to do so would be unethical. Concern for and
care of other person’s rights, their name, their abilities, their communication
are essential to this principle. Lack of respect for the other person and their
opinions results in unethical persuasion. We would call the improper use of
language unethical. (Kooi, & Veenstra, 1977).
Another example of this Theory of Reasoned
Action has been used as a planned behavior-based dietary intervention in
adolescents and young adults. Health behavior research in schools has revealed
that the most effective dietary interventions are those that are theory driven
and behaviorally focused. (Hackman, & Knowlden 2014). The studies and interventions done consisted
of increasing the choices of healthy foods available to children for lunch.
This included bright colorful posters being put around the cafeteria and how
much energy healthy foods such as salads and fruits will give you during the
day. This was an ethical persuasive way to get the children to choose healthier,
more colorful foods which over a 6 months period they did. Their overall impact
of theory based intervention will be the reduction of obesity and other related
health issues that will allow young children and adolescents to live longer,
healthier lives. (Hackman, & Knowlden, 2014). From my own experiences as a child and teenager
back when we went to school we did not have access to soda and juice machines
in our cafeteria nor did we have snack choices. We were offered a lunch with
white or chocolate milk period. If we did not want that, we packed a lunch. Offering
soda machines and snacks such as popcorn, chips, and candy has a negative
persuasive effect on children and most likely they will choose the more
unhealthy choices which does contribute to our childhood obesity rate making
the impact on our society as whole huge. According to the World Health
Organizations obesity among youth has reached epidemic proportions and in the
United States alone at least one third of children are overweight. So Hackman,
really feels we need to take a look at this theory and other theories to change
behaviors in the way our children look at food in a positive ethical persuasive
manner. (Hackman, & Knowlden, 2014).
The
Mere Exposure Theory states that repeated exposure to an unfamiliar stimulus
can in and of itself increase positive affect toward the stimulus. Stated
simply, some messages over time will grow on us. The word “mere” is that
repeated exposure to a stimulus produces increased liking in the absence of any
reinforcement. (Seiter & Gass, 2004). Another definition that make it more clear
what this theory does is by mere exposure is meant a condition which makes the
given stimulus accessible to the individuals perception. (Tucker, & Ware,
1971). Tucker and Ware also state at the present time, virtually no person or
organization depends on exposure alone to sell an idea or product. (Tucker
& Ware, 1971). In my opinion, with the media such as television
commercials, this is a huge avenue for selling products. If I see something
over and over on television it will stick in my head so that when I am in a
store, I will most likely try that brand just because of the exposure from
media that I received from commercials. Further, a persuasive message from a
media source must completely reveal the essential fundamental, necessary
characteristics idea, action, or product. Advertising goods which have no
essential value likewise would be unethical since these goods would not serve
to fill the needs of individuals. For example, some products or inventions have
not been designed to fill an existing need in anyone. Those same products when
examined, have no apparent intrinsic value or purpose. Advertisers have had to
create a need for such products first. (Kooi, & Veenstra, 1977). A great example of this theory in my personal
life is last year when I was I looking for a tablet for school to download
books and other media. I had no clue which brand to buy or which was the best
one. So I began thinking about all the ads I had heard on television at
Christmas about different tablets and by looking at magazines and newspaper
ads. I always felt the most expensive would mean it’s the best. Because of the social norm meaning more
expensive is better isn’t always the case. Since hearing so much about the
kindle on television, radio, and on the internet they made it sound like
everything I needed. I heard these commercial advertisements over and over and
that is what I set out to buy. After entering the store with my mind made up on
what I wanted, the associate just simply asked me what I was going to use this
for. That is when the ethical persuasive tactics began. After telling him I
needed it for school, he explained to me how the kindle was missing quite a few
items that I may need for school. Also it is not compatible with a lot of
applications that I may need. I must admit I wasn’t sold right away so he began
showing me a display of the Apple IPad and all it could it do. He also showed
me personally with the one on display how it would benefit me at school with
all it could do in comparison with the kindle. After an hour in the store and
lots of media, displays, and proven knowledge from the associate at the store,
I bought an IPad for school and it was the best investment I made. I was so
excited to see that Ashford University had apps that were compatible with the
IPad as well.
In
conclusion, what drives us ethically or unethically to be persuaded all depends
on an individual’s motivation, attitude and what is perceived in the media and
other sources they encounter. This does vary per individual and as shown with
different example from my theories provided. It is so important that companies
and business educators incorporate trainers to help individuals understand the
nature of ethical decision making and improve ethical persuasive actions
towards customers and the public. More and More today customer service in
retail and school environments do not have enough training in persuasive ethics
in general and I wish they would look more towards these theories in the future
to help create a more ethical persuasive environment for our society.
References
Celuch, K., &
Dill, A. (2011). An Extension of the theory of Reasoned Action in Ethical
Decision Contexts: The role of Normative Influence and
Ethical Judgment. Journal Of
Education for
Business, 86(4). 201-207. Doi:10. 1080/08832323.2010.502913
Hackman, C. L.,
& Knowlden, A. P. (2014). Theory of reasoned action and theory of planned
behavior-based dietary intervention
in adolescents and young adults: A systematic
review. Adolescent Health, Medicine & Therapeutics, 5101-114. Doi:
10.2147/AHMT.S56207
Kooi, D., &
Veenstra, C. (1977). Position Paper: ETHICS OF PERSUASION-
RECONSIDERED. Communicator (01935437), 7(2), 82-86.
Seiter, J. S.
& Gass, R. H. (2004). Perspectives on Persuasion, Social Influence, and
Compliance
Gaining, Boston Massachusetts,
Pearson, Education, Inc.
Tucker, R. K.,
& Ware, P.D. (1971). PERSUASION VIA MERE EXPOSURE. Quarterly
Journal Of Speech,
57(4), 437-443.
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