This article reviews a book that explores how consumers are persuaded or influenced to spend their money.

Getting Started

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

Study and Discussion Activity

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 and Additional Learning

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