When the sender is perceived as engaged in a stratagem involving ambiguous and multiple motivations, the receiver becomes defensive. No one wishes to be a guinea pig, a role player, or an impressed actor, and no one likes to be the victim of some hidden motivation. That which is concealed, also, may appear larger than it really is with the degree of defensiveness of the listener determining the perceived size of the element. The intense reaction of the reading audience to the material in The Hidden Persuaders indicates the prevalence of defensive reactions to multiple motivations behind strategy. Group members who are seen as "taking a role" as feigning emotion, as toying with their colleagues, as withholding information or as having special sources of data are especially resented. One participant once complained that another was "using a listening technique" on him!

A large part of the adverse reaction to much of the so-called human relations training is a feeling against what are perceived as gimmicks and tricks to fool or to "involve" people, to make a person think he or she is making their own decision, or to make the listener feel that the sender is genuinely interested in him or her as a person. Particularly violent reactions occur when it appears that someone is trying to make a stratagem appear spontaneous. One person reported a boss who incurred resentment by habitually using the gimmick of "spontaneously" looking at his watch and saying "my gosh, look at the time—I must run to an appointment." The belief was that the boss would create less irritation by honestly asking to be excused.

Similarly, the deliberate assumption of guilelessness and natural simplicity is especially resented. Monitoring of tapes of feedback and evaluation sessions in training groups indicated the surprising extent to which members perceive the strategies of their colleagues. The perceptual clarity may be quite shocking to the strategist, who usually feels that he has cleverly hidden the motivational aura around the "gimmick".

This aversion to deceit may account for one's resistance to politicians who are suspected of behind-the-scenes planning to get one's vote, to psychologists whose listening apparently is motivated by more than the manifest or content-level interest in one's behavior, or the sophisticated, smooth, or clever person whose one-upmanship is marked with guile. In training groups the role-flexible person frequently is resented because his or her changes in behavior are perceived as strategic maneuvers.

In contrast, behavior that appears to be spontaneous and free of deception is defense reductive. If the communicator is seen as having a clean id, as having uncomplicated motivations, as being straightforward and honest, as behaving spontaneously in response to the situation, he or she is likely to arouse minimal defensiveness.