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.
