Respect and Equity
Respect for the Persuadee
Respecting the persuadee means the persuader does not see the persuadee simply as a means to the end of selling their product or idea, but rather that the persuader considers the ramifications of any messaging on the persuadee and the public at large (Baker & Martinson, 2001). The well-being of the persuadee must be called into question and considered in any form of messaging so that the persuadee may make a well-informed, uncoerced choice. This concept goes back to the idea that the results of the action are equally important as the action itself.
Asking yourself the following questions will aid you in insuring you are treating the intended persuadees with respect as consumers and individuals:
| Does this message allow persuadee to act with free-will and consent? (Cunningham, 2000) | Does this message pander to or exploit its audience? (Baker & Martinson, 2001) | Have I taken the rights, and well-being of others into consideration with the creation of this message? (Baker & Martinson, 2001) |
| Will the audience benefit if they engage in the action the message portrays? (Baker & Martinson, 2001) | Does the information adequately inform the audience? (Cunningham, 2000) | Is the message unfair or to the detriment of the audience? (Baker & Martinson, 2001) |
Equity of the Persuasive Appeal
In the TARES test, the terms equity and fairness are used interchangeably. Equity refers to the balance of treating each persuadee with the same level of respect and concern. Persuasive appeals must not unjustly target a demographic without the ability to comprehend the message or exploit vulnerable populations. Exploitation refers both to the message itself and the motivations of the persuader. The TARES test specifically tasks communicators to examine their messaging, not only from their own perspective, but also to consider the intended audience to determine if the message is equitable (Baker & Martinson, 2001).
Asking yourself the following questions will help to determine if the message is equitable to all involved and to those targeted:
| Will the audience understand they are being persuaded not informed? (Baker & Martinson, 2001) | Have I unfairly targeted a specific or vulnerable population? (Patterson & Wilkins, 2014) | Would I feel this message was equitable if presented to me or someone I love? (Baker & Martinson, 2001) |
| Does this message exploit a power differential? (Gauthier, 2000) | Does the message take into account the special needs or interests of the target population? (Cooper & Kelleher, 2000) | How can I make this message more equitable? |