Module One – Levers of Influence (Power) – Tools of the Trade – Lesson One FeedbackLesson 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).(
- Compare animal fixed-action patterns (e.g., turkeys, robins) with human behaviors such as compliance triggered by the word “because.”
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 sizeAnswer: B
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 movementAnswer: B
Short-Answer Questions
Define a fixed-action pattern and provide an example from the chapter
Sample Answer:A fixed-action pattern is a sequence of automatic behaviors triggered by a specific stimulus. For example, a mother turkey’s maternal care is triggered solely by the cheep-cheep sound of her chicks.
How do trigger features help animals and humans save time in decision-making?
Sample Answer:Trigger features simplify decision-making by allowing individuals to respond to a specific, reliable stimulus without analyzing all available information. This conserves time and mental energy.
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) ReciprocityAnswer: C
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 requestAnswer: C
Short-Answer Questions
Describe the expensive = good heuristic and provide an example
Sample Answer:The expensive = good heuristic is the assumption that higher-priced items are of better quality. An example is the jewelry store customers who bought turquoise pieces after their price was mistakenly doubled, believing the higher price indicated higher quality.
Why did Langer’s participants comply when the request included the word “because,” even without a real reason?
Sample Answer:The word “because” triggered an automatic compliance response, as people tend to associate it with a legitimate explanation, even if none is provided.
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.Sample Assessment Response:
Case Study Analysis
Evaluate the real estate setup property strategy. Write a short response discussing whether the practice is ethical.
Evaluation: The real estate setup property strategy involves staging homes with high-end furnishings and decor to create a favorable impression and attract potential buyers. By enhancing the visual appeal and showcasing the property’s potential, this strategy aims to increase the perceived value and marketability of the home.
Ethical Discussion: The ethicality of this practice depends on transparency and intent. If the strategy is used to genuinely highlight the property’s potential and provide a realistic representation of the space, it can be considered ethical. However, if the staging creates a deceptive illusion that significantly misleads buyers about the property’s actual condition or value, it becomes ethically questionable. The key is to balance marketing tactics with honesty and integrity, ensuring that buyers can make informed decisions based on accurate information.
Discussion
How might perceptual contrast influence students’ perceptions of grades or achievements? Provide examples.
Perceptual contrast can significantly influence students’ perceptions of their grades or achievements by altering their reference points. For example, if a student receives a grade of B in a class where most peers receive Cs and Ds, the B will seem like an outstanding achievement. Conversely, if the same B is received in a class where most peers get As, it may feel like a disappointment.
Another example involves feedback on assignments. If a student is first shown a difficult, poorly done paper and then their own well-done paper, their perception of their work may improve due to the contrast effect. Similarly, when students compare themselves to peers who excel effortlessly, they may feel inadequate, even if they are performing well objectively. Perceptual contrast highlights the importance of context in how achievements are perceived and valued.
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.
Optional 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%)
Sample –
The Ethics of Perceptual Contrast in Retail
Perceptual contrast, a well-documented phenomenon in social psychology, leverages the human tendency to compare and judge relative differences rather than absolute values. This tactic is widely used in retail, where a product is positioned next to a more expensive item to make it appear more affordable. The ethicality of this practice hinges on its intent and impact. If used transparently to help consumers make informed decisions, it can enhance the shopping experience. However, if employed to manipulate and exploit cognitive biases, it raises ethical concerns about consumer manipulation and fairness.
For instance, a clothing store might place a $100 jacket next to a $500 coat. The stark price difference makes the $100 jacket seem like a bargain, despite its actual value. While some argue that this technique simply aids consumers in navigating choices, others contend that it exploits consumers’ cognitive biases for profit. From my own experience, the ethicality of perceptual contrast lies in the intention behind its use and the transparency with which it’s presented. Ethical retail practices should prioritize informed consumer choice over manipulation.
