Tax Credits: Persuasive Comm and Ethics Case

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One company’s approach to the U.S. government Employee Refund Credit (ERC) serves as a case in communication ethics. Using communication frameworks, students will easily find ways Innovation Refunds persuaded customers. The website getrefunds.com redirects to this page, which students can analyze.

The classic rhetorical triangle of logical argument (logos), emotional appeals (pathos), and credibility (ethos) examples:

  • Logos: “We make claiming the payroll tax refund easier.” (logical, step-by-step process for results)

  • Pathos: “The ERC offers a welcome cash infusion as owners struggle.” (appeal to emotion)

  • Ethos: Wall Street Journal quote and link to the IRS website. (credibility)

Robert Cialdini’s Seven Principles of Persuasion examples:

  • Reciprocity: With “no upfront costs,” the company inspires business owners to apply in return.

  • Scarcity: “Time is running out!” and “don’t let your business miss its chance to make a claim” convey a limited timeframe during which to apply.

  • Authority: “[O}ur team of independent tax attorneys and tax professionals” boasts the staff’s credentials.

  • Consistency: Users who complete the “check your eligibility” form are more likely to follow through.

  • Liking: The company presents its staff as likable and reliable—people business owners would want to work with: “Our team will guide you every step of the way, from eligibility to claiming and receiving refunds.”

  • Social Proof: Testimonials and the scrolling list of amounts and company logos show how others have succeeded in getting refunds.

  • Unity: I don’t see an example of unity, Cialdini’s additional principle, but maybe you or your students will.

Although the company denies wrongdoing, aggressive marketing tactics have resulted in far more claims—and much higher government costs—than expected.