What is it?

Persuasion aims to help users make informed decisions aligned with their goals, while manipulation exploits cognitive biases to drive actions against user interest.

Ethical optimisation prioritises persuasion over manipulation.

Examples in Action

• Transparent messaging
  
• Honest urgency cues
  
• Clear trade-offs and information
  
• Respecting user autonomy
  

Typical Outcomes / Results

• Increased trust and long-term loyalty
  
• Reduced churn and regret
  
• Stronger brand equity
  
• Sustainable conversion performance
  

This definition reflects ethical considerations in behavioural design.