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What are the ethical limits of psychological influence?

I've been studying influence and persuasion a lot lately, as well as reading body language, micro-expressions, etc. (a psychologist friend of mine got me into it) and I've noticed a pretty stark effect that simple persuasion techniques can have on other people's decisions.

My question is, are there any ethical concerns involving this sort of psychological influencing? If so, where do we draw the line between cheeky fun and involuntary coercion (using a very broad assumption of what's actually possible)?

What do you think?
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