Seminar


Exercise 1:

In groups of 2-3 watch the below ads and identify which Maslow’s need does it refer to:

John Lewis Bear & Hare

Nike Inner Thoughts

Dove Beauty Sketches

World of Red Bull

Exercise 2:

In groups of 2-3 watch the below ads and identify which Behavioural Economics principle does it refer to:

  • Ariely
    • Decoy effect – Choices often occur relative to what is on offer rather than based on absolute preferences. People’s preference changes as a result of adding a third (similar but less attractive) option.
  • Thaler & Sunstein
    • Choice Architecture – Choices can be designed to make certain outcomes more (or less) likely.
    • Framing – Changing the question or the context will get a different response.
  • Kahneman
    • Anchoring – We rely too heavily on the first piece of information offered (the “anchor”) when making decisions.
    • Representativeness – We make judgments based on how similar something is to something we like.
  • Cialdini
    • Principle of Reciprocity – People need to realise they will get what they give as benefits in kind.
    • Principle of Commitment – When we’ve committed to something, we’re more inclined to go through with it.
    • Social Proof – We make the choices that those around us, who are like us, also make.
    • Principle of Liking – People prefer to say ‘yes’ to those they know and like.
    • Principle of Authority – People are more easily persuaded by those in authority.
    • Scarcity – Things are more attractive when their availability is limited or we stand to lose them.

Whiskas Love Cats

A Cravendale Cats with Thumbs

Stella Artois Reassuringly Expensive

Channel 4 Meet the Superhumans

Exercise 3:

  • In the same groups, analyse which Maslow need fashion brand Jaeger is fulfilling currently and what Maslow need you believe they should be focusing on.
  • Then identify the most suitable Behavioural Economics principle and create a social media campaign (marketing) for the International Women’s Day in March.