Lesson by Gail Hapke
Description (for Instructors)
This in-class lesson plan uses a PowerPoint presentation to introduce students to the six psychological principles that account for individuals’ automatic compliance—principles necessary to exert influence over an intended business demographic. Grounded in psychological persuasive techniques, this lesson builds upon the insights of social psychologist Robert Cialdini, explored in his book Influence: The Psychology of Persuasion. This presentation walks students through the six principles of influence (plus one extra!), described and detailed with quotes from Cialdini’s book:
- Consistency: “Keeping our commitments.”
- Reciprocity: “Paying our debts.”
- Social proof: “But all the other kids are doing it.”
- Liking: “Do you have a halo?”
- Contrast: “Looks good by comparison.”
- Authority: “Studies have shown…”
- Scarcity: “Only two remaining.”
The following lesson is designed to be presented synchronously in class. However, it can be adapted into an asynchronous lesson using various tools, such as an interactive quiz, on the Course Management System (CMS) of your choice. Furthermore, this lesson uses information taken from the following text:
Cialdini, Robert B. Influence: The Psychology of Persuasion. Harper Business, 2021.
Materials
Cialdini, Robert B. Influence: The Psychology of Persuasion. Harper Business, 2021, https://i-share-uiu.primo.exlibrisgroup.com/permalink/01CARLI_UIU/gpjosq/alma99955033379505899.
Explanation (for Students)
1. Discuss “Influence”
Consider the term “influence,” as well as your associations with it. Some questions you may consider are as follows:
- What does it mean for a person to have “influence” or be “influential”?
- Think back to a time when you have been influenced by another person. What happened? What accounted for this person’s ability to influence you?
- Why is it important for writers to be able to influence their readers—particularly in the context of business writing?
Take 2-3 minutes to jot down some of your ideas. Then, we’ll discuss our associations, definitions, and ideas as a class.
For Instructors:
Slowly go through each of the slides in the PowerPoint presentation. After reviewing each new principle in the six principles of influence, ask your students to consider what that principle would concretely look like in the context of business or business writing. You may also ask your students to 1.) practice demonstrating each individual principle in a quick writing exercise or 2.) brainstorm examples of individuals or media/business writing that best exemplify said principle.
2. Discuss “Fixed Action Patterns”
Consider how “fixed action patterns” relate to businesses’ success, clientele, and customers. What effect do fixed action patterns have on consumers, and how do these patterns relate to the notion of persuasiveness? How can one harness these fixed action patterns for their professional benefit?
3. Discuss “The Consistency Principle”
Consider how “consistency” manifests in business and/or writing. What effect does consistency have on customers and/or readers, and how can one ensure that they come across as consistent in professional discourse?
4. Discuss “The Reciprocity Principle”
Consider how “reciprocity” manifests in business and/or writing. What effect does reciprocity have on customers and/or readers, and how can one use reciprocity in their professional discourse?
5. Discuss “The Social Proof Principle”
Consider how “social proof” manifests in business and/or writing. What effect does social proof have on customers and/or readers, and how can one use social proof in professional discourse?
6. Discuss “The Liking Principle”
Consider how “liking” manifests in business and/or writing. What effect does likability have on customers and/or readers, and how can one ensure that they come across as likable in professional discourse?
7. Discuss “The Contrast Principle”
Consider how “contrast” manifests in business and/or writing. What effect does contrast have on customers and/or readers, and how can one ensure that they include contrast in professional discourse?
8. Discuss “The Authority Principle”
Consider how “authority” manifests in business and/or writing. What effect does authority have on customers and/or readers, and how can one ensure that they come across as authoritative in professional discourse?
9. Discuss “The Scarcity Principle”
Consider how “scarcity” manifests in business and/or writing. What effect does scarcity have on customers and/or readers, and how can one harness the principle of scarcity in professional discourse?