5. Discuss the ethical questions provided at the end of the chapter. What ethical considerations are relevant to information in this chapter about fear and guilt appeals, use of evidence in persuasion, language style, and inoculation theory?

• Are there guidelines (e.g., don't lie) that would be appropriate for every situation, or are ethics relative?

• Do the ends (e.g., a good outcome) justify any means?

• Is deceiving the receiver ever appropriate?

• Should the source of the message bear primary responsibility for ethics, or should the receiver share that responsibility (e.g., buyer beware)?