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Manipulate

usgb/məˈnɪpjuleɪt/Volume
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Negative ConnotationPlay
Usually implies dishonesty or unfairness in the way control is gained. SlidePoliticians can manipulate public opinion with their speeches.
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Subtle InfluencePlay
May involve psychological techniques or persuasion. SlideAdvertisers manipulate desires to convince consumers to buy.
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Emotional WeightPlay
Can suggest taking advantage of others' emotions. SlideThe con artist knew how to manipulate the elderly couple's fears.