This article reviews a book that explores how consumers are persuaded or influenced to spend their money.
Introduction to the article (perhaps by having everyone read it)
Ask the class: What is behavioural economics? Use Think-Pair-Share followed by a class discussion.
Subject Area(s) covered
Marketing, consumer buying habits, persuasion and influence
New Terms to explain
Behavioural economics
Key things students can learn from this lesson
Students will learn about persuasion techniques that influence consumers to say to yes to buying something.
Action (here’s how we’ll do it):
- Organize the class into seven groups: A through G.
- Distribute the article for reading.
- Assign each group one of the principles of influence: Reciprocation, Liking, Social Proof, Authority, Scarcity, Commitment and Consistency and Unity.
- Have students discuss in their groups their understanding of the principles of influence and give examples locally of where they have seen these influences.
- Reorganize the groups so that each group has a member of each principle of influence.
- Have students share key points from their discussion.
Consolidation of learning
- Have students write a one-minute paper on the principle of influence they think is most effective.
Success Criteria
- Students understand the principles of influence.
Confirming Activities
- We often think that the principles of influence and persuasion are for use in business exclusively. Have a class discussion to explore what other circumstances lend themselves to the enacting of the principles of influence and persuasion.
Activities to do together
- Watch this video https://www.youtube.com/watch?v=cFdCzN7RYbw&t=707s and have students discuss times when one or more of these principles persuaded them to do something.