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Persuasion is the process of getting a person or group to believe something, do something, or change their identity.

Persuasion is ethical when two criteria are met:

1. Acting in the target’s best interest
   Your goal is to help the person or group, not exploit them.

2. Using transparent and acceptable methods
   You use methods that most people would consider fair and acceptable—even if they knew those methods were being used on them.