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Equity

 

Techniques General persuasionKellerman and Cole's 64 Strategies > Equity

Description | Example | Discussion | See also

 

Description

Get others to do as you say by pointing out that it is fair and equal to do so.

Show that by agreeing, they will help other people to get their fair share. Make claims of justice, implying a higher authority that directs us all. Be impartial and get them to see things objectively.

Example

You've had your turn. Let Sue have a go now.

If you believe in justice, you will help.

Do you think we should all have equal opportunities? So let's work out who does what.

Discussion

One of the deep needs is for fairness, and a personalization of this is the broader principle of equality. This can also be seen in the social and legal requirement for equality.

Equality can be having the same things or equivalent opportunities. It can also mean treating people equally and not showing bias against other people.

Equity is the 29th of the 64 compliance-gaining strategies described by Kellerman and Cole.

See also

The Need for Fairness, The Need for Equality

 

Kellermann, K. & Cole, T. (1994). Classifying compliance gaining messages: Taxonomic disorder and strategic confusion. Communication Theory, 1, 3-60

 

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