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Module One – Levers of Influence (Power) – Tools of the Trade – Lesson OneLesson 1: The Concept of Fixed-Action PatternsLearning Objectives Define fixed-action patterns in both animals and humans.Expl

Module One – Levers of Influence (Power) – Tools of the Trade – Lesson OneLesson 1: The Concept of Fixed-Action PatternsLearning Objectives

  • Define fixed-action patterns in both animals and humans.
  • Explain the role of trigger features in activating automatic responses.
  • Analyze the efficiency and risks of shortcut behaviors.

Content & Activities

Reading

  • “The Story of Mother Turkeys and Trigger Features” (excerpt from Chapter 1).
  • Key examples: cheep-cheep sound, polecat experiment.

Video Supplement

  • YouTube: The Science of Animal Behavior – Fixed-Action Patterns (10 min).(https://www.youtube.com/watch?v=qaAjqI-5wcQ)

Case Study Analysis

  • Compare animal fixed-action patterns (e.g., turkeys, robins) with human behaviors such as compliance triggered by the word “because.”

Assessment

Multiple-Choice Questions

What triggers a mother turkey’s maternal response?

  • A) The chick’s appearance
  • B) The chick’s cheep-cheep sound
  • C) The chick’s smell
  • D) The chick’s size

In the polecat experiment, what caused the mother turkey to stop attacking the stuffed predator?

  • A) The predator’s color
  • B) The cheep-cheep sound it made
  • C) The predator’s size
  • D) The predator’s movement

Short-Answer Questions

Define a fixed-action pattern and provide an example from the chapter

How do trigger features help animals and humans save time in decision-making?

Discussion 

Describe a situation in which you or someone you know responded automatically to a trigger feature. Was the response appropriate or manipulated?

Lesson 2: Heuristics and Human AutomaticityLearning Objectives

  • Identify common judgmental heuristics (e.g., expensive = good).
  • Evaluate real-world examples of how these heuristics influence behavior.
  • Discuss the implications of using heuristics in high-stakes decisions.

Content & Activities

Overview

  • Overview of heuristics: expensive = good, social proof, and authority bias.
  • Examples: jewelry store anecdote, energy drink experiment.

Special Attention To

  • How Heuristics Simplify Everyday Decisions.
  • eBox 1.1: “Spotting Fake Online Reviews.”

Activity

  • Brainstorm heuristics they’ve used in recent purchases.
  • Share examples and discuss how these shortcuts helped or hindered your decisions.

Assessments

Multiple-Choice Questions

Which heuristic explains the turquoise jewelry sales surge?

  • A) Social proof
  • B) Scarcity
  • C) Expensive = good
  • D) Reciprocity

In Langer’s Xerox machine experiment, what was the trigger feature for compliance?

  • A) The word “please”
  • B) The reason given
  • C) The word “because”
  • D) The urgency of the request

Short-Answer Questions

Describe the expensive = good heuristic and provide an example

Why did Langer’s participants comply when the request included the word “because,” even without a real reason?

Discussion

Reflect on a time when a heuristic led you to make a poor decision. How could you apply controlled thinking in a similar future situation?

Lesson 3: The Influence of Perceptual ContrastLearning Objectives

  • Explain the perceptual contrast principle and its effects on judgment.
  • Illustrate how perceptual contrast is used in sales and negotiation.
  • Critique the ethical implications of using perceptual contrast in professional settings.

Content & Activities

Reading

  • Excerpts on perceptual contrast (e.g., Sharon’s letter, real estate “setup properties”).

Experiment Simulation – Try at Home

  • Conduct a perceptual contrast exercise: lift objects of varying weights and discuss their perceptions.

Video Analysis

  • YouTube: How Retailers Influence Customers Using Psychology.(www.youtube.com/watch?v=Teg3W-g_22k)

Assessments

Case Study Analysis

  • Evaluate the real estate setup property strategy.
  • Write a short response discussing whether the practice is ethical.

Discussion How might perceptual contrast influence students’ perceptions of grades or achievements? Provide examples.

Lesson 4: Applications and Ethical Considerations of InfluenceLearning Objectives

  • Assess the ethical implications of leveraging automatic behaviors for influence.
  • Propose strategies for resisting manipulation based on trigger features and heuristics.
  • Develop a framework for ethical use of influence in professional settings.

Content & Activities

Reading

  • Review “Jujitsu of Influence” section.
  • Examples: use of contrast principle in car dealerships and airlines.

Debate Activity

  • Prepare a brief debate argument for and against the ethical use of influence tactics in marketing.

Supplementary Video

  • TED Talk: What Makes Us Influential?(www.youtube.com/watch?v=BAswj8evFZk)

Assessments

Essay PromptDiscuss whether the use of perceptual contrast in retail is ethical. Support your argument with examples from the text and your own experience.

This is a VERY BRIEF ESSAY – Two to Three Paragraphs

THIS IS PASS/FAIL Roughly Based on Below

Rubric

  • Clarity of Argument (20%)
  • Use of Evidence (30%)
  • Critical Thinking (30%)
  • Grammar & Mechanics (20%)

Please submit ONE DOCUMENT that includes your response from the “Assessments” section of each Lesson

Module One includes four lessons.

Please write your response in Word and then copy and paste it into the submission form. Use Bold for Each Lesson Heading.

In your response please use headings for each Lesson.

You are graded on a Pass / Fail Basis.

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