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Marketing Mania: Conditioning Consumers

Grade 12Psychology1 days

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In this project, students explore classical conditioning and its applications in marketing. They analyze real-world marketing campaigns, focusing on the ethical implications of using conditioning to influence consumer behavior. Students then design their own ethical marketing campaign, applying classical conditioning principles to a chosen product or service. The project culminates in the creation of marketing materials and a personal code of ethics for marketing.

Classical ConditioningMarketingEthicsConsumer BehaviorAdvertisingPsychology

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we ethically design a marketing campaign that uses classical conditioning to influence consumer behavior?

Essential Questions

Supporting questions that break down major concepts.

How do real-world marketing campaigns utilize classical conditioning principles to influence consumer behavior?
What are the ethical considerations of using classical conditioning in marketing to manipulate consumer choices?
How can we design a marketing campaign that effectively applies classical conditioning principles while remaining ethical and transparent?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Understand the principles of classical conditioning and their application in marketing.
Design an ethical marketing campaign that utilizes classical conditioning to influence consumer behavior.
Evaluate the effectiveness and ethical implications of using classical conditioning in marketing.

Teacher Specified

1.1

Primary

Describe the processes of classical conditioningReason: Directly addresses the core psychological principle used in the project.

Entry Events

Events that will be used to introduce the project to students

The 'Deconditioned' Challenge

Students enter the classroom to find all their favorite things replaced with undesirable alternatives (e.g., generic soda instead of Coke, a bland snack instead of chips). They must identify what makes the originals so appealing and how those associations were created through conditioning, setting the stage for their own marketing campaigns.

Subliminal Messages Exposed

Play a popular commercial or show a print ad, then reveal hidden subliminal messages or conditioning techniques embedded within it. Students analyze the effectiveness of these techniques and debate the ethics of using them in marketing, sparking interest in how conditioning shapes consumer choices.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Classical Conditioning Uncovered

Students will begin by exploring the core principles of classical conditioning through real-world examples and case studies. This foundational knowledge is crucial before applying these concepts to marketing.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Research and define the key components of classical conditioning: unconditioned stimulus (UCS), unconditioned response (UCR), conditioned stimulus (CS), and conditioned response (CR).

2. Analyze at least three examples of classical conditioning in everyday life (e.g., Pavlov's dog, taste aversion, emotional responses to songs).

3. Create a diagram or chart illustrating how each component works together in the examples you found.

Final Product

What students will submit as the final product of the activityA detailed explanation of classical conditioning with real-world examples, including a diagram that illustrates the key components and how they interact.

Alignment

How this activity aligns with the learning objectives & standardsAddresses standard 1.1 by ensuring students can describe the processes of classical conditioning.

Activity 2

Marketing Deconstructed

Students will investigate existing marketing campaigns to identify instances where classical conditioning is used, preparing them to ethically evaluate and later design their own campaigns.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Select three different marketing campaigns (e.g., TV commercials, print ads, social media campaigns).

2. For each campaign, identify the potential UCS, UCR, CS, and CR that the marketers are trying to establish.

3. Write a brief analysis of each campaign, explaining how effectively they use classical conditioning and any potential ethical concerns.

Final Product

What students will submit as the final product of the activityA report analyzing three marketing campaigns, identifying the elements of classical conditioning and discussing the effectiveness and ethical implications of their use.

Alignment

How this activity aligns with the learning objectives & standardsBuilds on standard 1.1 by applying the understanding of classical conditioning to real-world marketing scenarios.

Activity 3

Ethical Compass Check

Before designing their campaigns, students will explore the ethical considerations of using classical conditioning in marketing, ensuring they are aware of potential manipulative practices.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Research ethical guidelines related to advertising and marketing (e.g., transparency, avoiding deception, respecting consumer autonomy).

2. Discuss and debate the potential ethical issues of using classical conditioning to influence consumer behavior (e.g., creating unhealthy associations, exploiting vulnerabilities).

3. Create a personal code of ethics for marketing that they will adhere to when designing their own campaign.

Final Product

What students will submit as the final product of the activityA written code of ethics for marketing, outlining the principles they will follow to ensure their campaign is ethical and transparent.

Alignment

How this activity aligns with the learning objectives & standardsReinforces ethical considerations related to standard 1.1, encouraging responsible application of classical conditioning principles.

Activity 4

Campaign Blueprint

Students will develop a detailed plan for their marketing campaign, clearly outlining the product, target audience, and classical conditioning techniques they will use.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Choose a product or service to market.

2. Define the target audience for their campaign.

3. Identify the UCS, UCR, CS, and CR they want to establish in their target audience.

4. Describe the specific marketing techniques they will use to create these associations (e.g., visuals, sounds, slogans).

Final Product

What students will submit as the final product of the activityA detailed campaign blueprint, outlining the product, target audience, intended classical conditioning associations, and marketing techniques.

Alignment

How this activity aligns with the learning objectives & standardsPrepares students to meet standard 1.1 by requiring them to apply classical conditioning principles in a practical context.

Activity 5

Marketing Mania: The Campaign Launch

Students will create the actual marketing materials for their campaign, implementing the classical conditioning techniques they planned. This is where they bring their ideas to life.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Develop the marketing materials for their campaign (e.g., print ads, social media posts, video commercials).

2. Ensure that the materials clearly incorporate the intended UCS, UCR, CS, and CR.

3. Get feedback on their marketing materials from peers and revise them based on the feedback.

Final Product

What students will submit as the final product of the activityA complete set of marketing materials for their campaign, ready to be presented or shared.

Alignment

How this activity aligns with the learning objectives & standardsDirectly addresses standard 1.1 by demonstrating the practical application of classical conditioning in a marketing campaign.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Marketing Mania: Conditioning Consumers Rubric

Category 1

Understanding of Classical Conditioning

Demonstrates comprehension of the core components of classical conditioning (UCS, UCR, CS, CR) and their application.

Criterion 1

Definition and Explanation

Accuracy and depth of understanding of classical conditioning components and their interrelation.

Exemplary

4 Points

Provides a precise and nuanced explanation of UCS, UCR, CS, and CR with clear, real-world examples, demonstrating a sophisticated understanding.

Proficient

3 Points

Accurately defines UCS, UCR, CS, and CR with relevant examples, showing a solid understanding of the concepts.

Developing

2 Points

Identifies UCS, UCR, CS, and CR but struggles to fully explain their relationship or provide clear examples.

Beginning

1 Points

Shows difficulty defining or identifying UCS, UCR, CS, and CR, indicating a limited understanding of classical conditioning.

Criterion 2

Application to Marketing

Ability to correctly identify and explain the use of classical conditioning in marketing campaigns.

Exemplary

4 Points

Skillfully analyzes marketing campaigns, accurately identifying and explaining the intended UCS, UCR, CS, and CR with insightful observations.

Proficient

3 Points

Effectively identifies the UCS, UCR, CS, and CR in marketing campaigns and explains how they are intended to influence consumer behavior.

Developing

2 Points

Identifies some components of classical conditioning in marketing campaigns but struggles to explain their intended effect on consumers.

Beginning

1 Points

Has difficulty identifying the components of classical conditioning in marketing campaigns, showing a limited understanding of their application.

Category 2

Ethical Considerations

Addresses the ethical implications of using classical conditioning in marketing.

Criterion 1

Awareness of Ethical Issues

Demonstrates understanding of the ethical concerns associated with using classical conditioning to influence consumer behavior.

Exemplary

4 Points

Demonstrates a deep and critical awareness of ethical issues, discussing potential harms, vulnerabilities, and the importance of transparency and autonomy.

Proficient

3 Points

Identifies and explains the primary ethical concerns related to using classical conditioning in marketing, such as manipulation and deception.

Developing

2 Points

Recognizes some ethical issues but struggles to fully explain their implications or provide specific examples.

Beginning

1 Points

Shows limited awareness of the ethical concerns related to using classical conditioning in marketing.

Criterion 2

Personal Code of Ethics

Development of a well-reasoned and comprehensive personal code of ethics for marketing.

Exemplary

4 Points

Presents a detailed and thoughtful code of ethics that addresses a wide range of potential ethical dilemmas with clear principles and justifications.

Proficient

3 Points

Creates a clear and ethical code of conduct that addresses key ethical considerations in marketing and demonstrates a commitment to responsible practices.

Developing

2 Points

Presents a basic code of ethics that identifies some ethical principles but lacks detail or justification.

Beginning

1 Points

Struggles to articulate a personal code of ethics for marketing or includes principles that are unclear or inconsistent.

Category 3

Campaign Design and Implementation

Effectiveness and creativity in designing a marketing campaign that applies classical conditioning principles ethically.

Criterion 1

Blueprint Clarity and Feasibility

Clarity and completeness of the campaign blueprint, including a clear definition of the product, target audience, and intended associations.

Exemplary

4 Points

Presents a meticulously detailed and highly feasible campaign blueprint with a clear rationale for each element and its connection to classical conditioning principles.

Proficient

3 Points

Creates a well-defined campaign blueprint that clearly identifies the product, target audience, and intended classical conditioning associations.

Developing

2 Points

Presents a campaign blueprint that is partially developed, with some elements missing or unclear.

Beginning

1 Points

Struggles to create a coherent campaign blueprint or fails to adequately define the product, target audience, or intended associations.

Criterion 2

Marketing Material Quality

Quality and effectiveness of the marketing materials in creating the intended associations.

Exemplary

4 Points

Develops outstanding marketing materials that creatively and effectively establish the intended UCS, UCR, CS, and CR, demonstrating a sophisticated understanding of marketing techniques.

Proficient

3 Points

Creates effective marketing materials that clearly incorporate the intended UCS, UCR, CS, and CR to influence the target audience.

Developing

2 Points

Develops marketing materials that attempt to incorporate the intended associations but are not always clear or effective.

Beginning

1 Points

Produces marketing materials that are incomplete or fail to demonstrate an understanding of how to create the intended associations.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

How did your understanding of classical conditioning evolve throughout this project, from initial research to campaign creation?

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Question 2

To what extent were you able to apply classical conditioning principles effectively in your marketing campaign?

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Question 3

In hindsight, what ethical considerations did you find most challenging to address when designing your marketing campaign, and how did you navigate them?

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Question 4

If you could redesign your marketing campaign, what specific changes would you make to better apply classical conditioning principles or address ethical concerns?

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