Structure:

• What is persuasion
• Write how persuasion is not value neutral ie it can be good or bad depending on various factors

Content

Generally, persuasion is defined as communicative activities that are mediated. Any message that is aimed to shape, reinforce or change the perceptions, emotions, beliefs, behavioural intentions and behaviours is to be considered as persuasive communication

• In management literature, persuasion is the process of changing or reinforcing attitudes, beliefs or behaviour of a person. People respond to persuasive messages in two ways: thoughtfully and When people are in thoughtful mode, the persuasiveness of the message is determined by merits of the message. When people respond to messages mindlessly, their brains are locked on automatic. Persuasion is mainly dependent upon the attractiveness of the speakers and reaction of the listeners. Persuasion is exclusively related with communication, learning, awareness and thought.
• Persuasion is not value neutral. If is done with wrong intent, then it is immoral and it is The difference between persuasion and manipulation lies largely in underlying intent and desire to create genuine benefit.

The value of persuasion lies in:

• The intent behind your desire to persuade that person,
• The truthfulness and transparency of the process, and
• The net benefit or impact on that person

Manipulation implies persuasion with the intent to fool, control or contrive the person on the other side of the conversation into doing something, believing something, or buying into something that leaves them either harmed or without benefit. It may also imply that you are concealing a desire to move them to your point of view in a way that will benefit you. And if this benefit were disclosed, that revelation would make the other person far less receptive to your message because it would either:

• Demonstrate a strong bias towards their lack of benefit in the exchange,
• Demonstrate an ulterior motive for the attempt at persuasion, often driven by one-sided benefit, or
• Some combination of

So for example, persuading someone to buy a product by manipulating the facts or hiding the facts etc On the other hand Ethical persuasion is a means of convincing people to choose a particular action/thought by appealing to underlying moral tenets. It can be verbal ( ex.convincing, praising) or non-verbal ( rewading/punishing , ostrasizing). It is important in private and public life as follows: Private Life:

1. Healthy Parent-Child relationship: Often ethical persuasion a means that parents adopt to imbibe habits in younger And it generally works more efficiently.
2. Breaking unhealthy habits: Ethical persuasion has been an important means to persuade individual to give up vices like drinking alcohol, smoking,

Public Life

1.  Public Policies: Ethical persuasion has been a strong used to convince people to comply/adopt measures espoused by certain public policy Swachh Bharat Abhiyan campaign and Give It Up for LPG subsidy.
2. Efficient administration: It become vital for an administrator to persuade his subordinates to be align them with his vision of public service and ask them to be adopt high moral standards in their work-ethics. Moral Persuasion plays a vital

The value of persuasion can be seen from the stark examples of Gandhi and Hitler. Both used persuasion to appeal to the masses. One led to freedom and other mass carnage.

Conclusion:

One can persuade others by giving insufficient & wrong information or by hiding critical information. Marketers use the knowledge of psychology to persuade people by fear, greed, pride or various other methods. IT depends on the value you create for the consumer of the message.