The Difference Between Persuasion & Manipulation

The difference between persuasion and manipulation has been a subject of debate for literally thou-
sands of years. In ancient Greece during the 4th century BC the father of persuasion, Aristotle, opposed
a group of teachers known as the Sophists. The Sophists provided instruction in various disciplines,
but became infamous for their teaching of rhetoric. Aristotle clashed with the Sophists over the fact
that they did not care about truth, but would promote any idea for a fee. Aristotle asserted that the
Sophists were engaging in manipulation because they intentionally deceived people and caused harm.1

Today, the debate between persuasion and manipulation rages on. In fact, many confess that they have
a hard time distinguishing between the two. Yet, understanding the distinction is vital because it will
guide you in influencing others ethically and equip you with the knowledge to recognize manipulative
messages.

Why Persausion Is Good

To accurately discern the difference between persuasion and manipulation it is essential to understand
the ethics that undergird persuasion. There are some communication theorists who have declared that
persuasion is ethically neutral.2 That is to say that persuasion is neither good nor bad, but merely an
impartial process. However, I do not accept this position. I would contend that the Aristotelian view-
point that persuasion is not neutral, but noble, is correct. Aristotle stressed that persuasion is inher-
ently good because it is one of the primary means through which truth becomes known.3 Through the
persuasive method an idea is put forth with evidence and a person is allowed to freely choose to either
accept or reject that persuasive appeal. Jay Conger wrote about this in the Harvard Business Review, when
he affirmed, Persuasion does indeed involve moving people to a position they dont currently hold, but
not by begging or cajoling. Instead, it involves careful preparation, the proper framing of arguments,
the presentation of vivid supporting evidence, and the effort to find the correct emotional match with
your audience.4

The belief that persuasion is an honorable and effective means of arriving at truth is seen by the fact
that it is the basis for modern economics, counseling practices and the legal system. In addition, per-
suasion is also the foundation of democracy. As Professor Raymond Ross writes, Democracies use
thoughtful ethical persuasion whenever they elect leaders, establish laws, or try to protect their citi-
zens.5 Even those who become dismayed with the notion of persuasion cannot escape it. Persuasion
is ingrained within human communication. When communicating, people both intentionally and unin-
tentionally promote certain beliefs and behaviors. Consequently, persuasion is not a matter of choice;
it is inherent in social interaction. In fact, it is so pervasive in human communication that at times it
becomes almost invisible. Dr. Herbert W. Simons, Professor at Temple University illustrates this when
he writes, The so-called people professions politics, law, social work, counseling, business manage-
ment, advertising, sales, public relations, the ministry might as well be called persuasion professions.6

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At its core, persuasion is the pursuit of truth. It is through persuasion that positive change occurs.
For example, persuasive messages have been scientifically proven to prompt high school students to
refrain from smoking,7 increase lifesaving blood donations,8 and prevent youth from joining gangs.9
Communication scholars Gass and Seiter echo this idea when they assert, Persuasion helps forge peace
agreements between nations. Persuasion helps open up closed societies. Persuasion is crucial to the
fund-raising efforts of charities and philanthropic organizations. Persuasion convinces motorists to
buckle up when driving or to refrain from driving when theyve had a few too many drinks. Persuasion
is used to convince an alcoholic or drug-dependent family member to seek professional help. Persua-
sion is how the coach of an underdog team inspires the players to give it their all. Persuasion is a tool
used by parents to urge children not to accept rides from strangers or to allow anyone to touch them
in a way that feels uncomfortable. In short, persuasion is the cornerstone of a number of positive,
prosocial endeavors. Very little of the good that we see in the world could be accomplished without
persuasion.10

Though, the goodness of persuasion and the fact that it is embedded within human nature is not
what causes people concern. What causes anxiety if the corruption of persuasion. To be sure, when
persuasion is distorted, it can become manipulative, which is dangerous. Through manipulation, con
artists, cult leaders and dictators have abused, enslaved, and even massacred millions. However, as
detrimental as manipulation is, it should never be confused with persuasion. Manipulation is the per-
version of persuasion. It is not concerned with truth, but rather deceit. Aristotle commented on this
in his acclaimed work, Rhetoric when he emphasized, an abuse of the rhetorical faculty can work great
mischief, the same charge can be brought against all good things save virtue itself, and especially against
the most useful things such as strength, health, wealth, and military skill. Rightly employed, they work
the greatest blessing; and wrongly employed, they work the greatest harm.11

Consequently, the pertinent question is how can you distinguish between persuasion and manipulation?
The following are the three straightforward, yet reliable ways that you can analyze if a message is ma-
nipulative.

1. Intention
Intention is a primary factor in judging whether a request is manipulative. If a person attempts to pres-
ent an idea or behavior that is not in the best interest of another, they are engaging in manipulation.
Sadly, this is all too common. People frequently fall into the trap of abusing others in the pursuit of
what they desire. One of the root causes of this Machiavellian perspective is not viewing others with
equality. The renowned philosopher Immanuel Kant wrote about this mindset when he suggested that
the foundational precept of morality is treating a person as a human being and not as a thing.

2. Withholding Truth
Manipulation involves distorting or withholding truth. Often, this is seen through exaggerating the
advantages of a behavior, idea or product. It was this form of manipulation that prompted the phrase

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Caveat Emptor, which is Latin for Buyer Beware, to become prevalent. The phrase was particularly
widespread during those historical periods when there was little accountability for sellers. The saying
was a warning to potential buyers to be leery of those selling goods, and to make sure that they veri-
fied, before making a purchase, that the quality of the product was identical to the claims made by the
seller. Even today most people have experienced being told about the features or benefits of a product
or service and then after purchasing it realized that they had been misled. This is wrong, as anything
other than honest representation is blatant manipulation.

3. Coercion
Coercion is the third and most obvious component of a manipulative appeal. It is the removal of
free choice, the ultimatum - do it or else. In contrast, persuasion involves influence, but never force.
As communication scholar Dr. Richard Perloff writes, a defining characteristic of persuasion is free
choice. At some level the individual must be capable of accepting or rejecting the position that has
been urged of him or her.12 Therefore, an invitation that one is unable to say no to is not persuasive
in nature, but is coercive and accordingly manipulative.

Summary

In summary, there is a vast difference between persuasion and manipulation. Persuasion advances the
position of all involved. It is a prosocial endeavor that guides the receiver of a message in accepting
truth. In contrast, a manipulative appeal is one that if adopted will negatively impact another. Manip-
ulation is morally wrong and ultimately counterproductive to the interests of all involved. As social
psychologist Robert Cialdini stated, The systematic use of misleading influence tactics ultimately
becomes a psychologically and financially self-damaging process.13 Therefore, through an accurate
and robust understanding of both the rightness of persuasion and the three primary elements of ma-
nipulation you will be better able to persuade others ethically and protect yourself from manipulative
requests.

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 About the Author

David Hoffeld is CEO of the Hoffeld Group, a research based sales training, coaching and consulting
firm that is the leader in the integration of proven science and sales. The Hoffeld Group takes the re-
peatable and predictable principles, which science has proven to create and enable influence, out of the
laboratory and academic journals and apply them to selling. For a deeper look at the Hoffeld Groups
groundbreaking research and innovative sales strategies visit HoffeldGroup.com.

Notes

1. Aristotle. Rhetoric, (W. Rhys Roberts, Translator). (Mineola, New York: Dover Publications, Inc., 2004). 1355b15.
2. James McCroskey. An introduction to rhetorical communication. (Englewood Cliffs, NJ: Prentice Hall, 1972). p. 269.
3. Aristotle. Rhetoric, (W. Rhys Roberts, Translator). (Mineola, New York: Dover Publications, Inc., 2004). 1355a20.
4. Jay Conger. The Necessary Art of Persuasion. Harvard Business Review Onpoint, Fall 2010. p. 46.
5. Raymond S. Ross. Understanding Persuasion, 4th Edition. (Englewood Cliffs, NJ: Simon & Schuster, 1994). p. 2
6. H.W. Simons. Persuasion: Understand, practice, analysis (2nd ed.). (New York: McGraw-Hill, 1986). p. 4.
7. R. Evans, R. Rozelle, M. Mittelmark, W. Hansen, A. Bane and J. Havis. Deterring the onset of smoking in children:
Knowledge of immediate physiological effects and coping with peer pressure, media pressure, and parent modeling. Jour-
nal of Applied Social Psychology, 8, 1977. p. 126 135.
8. A. Lipsitz, K. Kallmeyer, M. Ferguson, and A. Abas. Counting on blood donors: Increasing the impact of social
reminder calls. Journal of Applied Social Psychology, 19, (1989). 1057 1067.
9. G. Breen and J. Matusitz. Preventing yours from join gangs: How to apply inoculation theory. Journal of Applied
Security Research, 4, 2009. p. 109 128.
10. Robert H. Gass and John S. Seiter. Persuasion, Social Influence, and Compliance Gaining, 4th Edition. (New York: Allyn &
Bacon, 2011). p. 3 - 4.
11. Aristotle. Rhetoric, (L. Cooper Translator). (Englewood Cliffs, NJ: Prentice Hall, 1932). 1355b5.
12. R.M. Perloff. The Dynamics of Persuasion. (Hillsdale, NJ: Erlbaum, 1993). p. 16.
13. Robert Cialdini. Or tricks and tumors: Some little recognized costs of dishonest use of effective social influence.
Psychology & Marketing, 16 (2), 1999. p. 91 98.