{{asɛmtiNe Ɔkyerɛwfo}} | Nhomakorabea | Nneɛma a ɛma wotumi yɛ ade

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Learning Objectives

Students will be able to:

Identify ways advertisements can influence their consumer decisions
Explain what dark patterns are and identify common types
Understand why companies may use dark patterns

National Standards for Personal Financial Education

Spending

2a: Select a product or service and describe the various factors that may influence a consumer’s purchase decision
5c: Analyze social media marketing and advertising techniques designed to encourage spending

1

Describe the last time you bought something because of an advertisement

1

Why was that advertisement convincing to you?

As a consumer, you see advertisements all the time. Take a look at this car commercial and answer the following questions about what the advertisers want consumers to think.

1

If you drive a Toyota, you are ____________.

1

Why/How did you come up with that adjective?

1

This commercial attempts to generalize all drivers of this car. Do you agree with these generalizations? Explain.

1

Why do you think advertisers want you to feel this way when watching the commercial?

We all know that advertisements and “exclusive” offers - whether they are on TV, your phone, etc. - are trying to convince you to do something. Sometimes, it’s easy to notice how they’re trying to influence you. However, many advertisements cleverly use tactics that you may not even be aware of! Read about the 6 ways of influence presented in this article starting at 1. Authority and ending after 6. Scarcity. Then, answer the questions.

ARTICLE: The 6 Ways of Influence

Think back to the ad you watched in the previous resource.

1

What is the advertisement trying to get you to do?

1

Which of the six ways of influence do you think the advertisement is using MOST effectively to influence its audience? Explain your reasoning.

1

Search the internet and find an advertisement for a product or service you think a teenage consumer might use. Explain how this ad uses at least one of the six ways of influence on its audience.

Sometimes the tactics companies use are downright malicious. Unfortunately, while these structures and behaviors can create a negative consumer experience, they aren’t necessarily illegal. Many of these repeated patterns have been studied and categorized as “dark patterns.” Watch this video to learn more about what a dark pattern is and how to spot one. Then, answer the questions.

1

In your own words, explain what a dark pattern is.

1

Name three examples of dark patterns from the video.

1

What do you think are some of the costs to consumers as a result of being exposed to these dark pattern practices?

1

Do you think dark patterns should be illegal? Why or why not?

1

All of these are ways of influence used by advertisers EXCEPT…

Authority

Scarcity

Bribery

Liking

1

Which of these is an example of a company using a dark pattern?

James passes the same store on his walk to school every day, and the manager always waves hello

Katelyn bought concert tickets at the local arena and now gets a daily email with “Arena events today” without an unsubscribe link

Suzuki signed up for a yearly magazine subscription and after 11 months gets a reminder that it is expiring soon

Darrell used a credit card to buy a new pair of pants, and the next week he finds a $350 charge for clothing at the same store

1

Which of the following is a realistic step a consumer can take to protect themself against dark patterns?

Never agree to a company’s terms and conditions when on the internet

Use a fake name for all of your social media accounts

Avoid shopping online and do all your shopping in a physical store

Be aware of how companies may want to influence your behavior and stick to your own spending plan

11.2 Lesson 2: Advertisements & Dark Patterns

11.2 Lesson 2: Advertisements & Dark Patterns

Learning Objectives

Learning Objectives

Describe the last time you bought something because of an advertisement

Why was that advertisement convincing to you?

If you drive a Toyota, you are ____________.

Why/How did you come up with that adjective?

This commercial attempts to generalize all drivers of this car. Do you agree with these generalizations? Explain.

Why do you think advertisers want you to feel this way when watching the commercial?

ARTICLE: The 6 Ways of Influence

What is the advertisement trying to get you to do?

Which of the six ways of influence do you think the advertisement is using MOST effectively to influence its audience? Explain your reasoning.

Search the internet and find an advertisement for a product or service you think a teenage consumer might use. Explain how this ad uses at least one of the six ways of influence on its audience.

In your own words, explain what a dark pattern is.

Name three examples of dark patterns from the video.

What do you think are some of the costs to consumers as a result of being exposed to these dark pattern practices?

Do you think dark patterns should be illegal? Why or why not?

All of these are ways of influence used by advertisers EXCEPT…

Which of these is an example of a company using a dark pattern?

Which of the following is a realistic step a consumer can take to protect themself against dark patterns?

Learning Objectives

Learning Objectives

Describe the last time you bought something because of an advertisement

Why was that advertisement convincing to you?

If you drive a Toyota, you are ____________.

Why/How did you come up with that adjective?

This commercial attempts to generalize all drivers of this car. Do you agree with these generalizations? Explain.

Why do you think advertisers want you to feel this way when watching the commercial?

ARTICLE: The 6 Ways of Influence

What is the advertisement trying to get you to do?

Which of the six ways of influence do you think the advertisement is using MOST effectively to influence its audience? Explain your reasoning.

Search the internet and find an advertisement for a product or service you think a teenage consumer might use. Explain how this ad uses at least one of the six ways of influence on its audience.

In your own words, explain what a dark pattern is.

Name three examples of dark patterns from the video.

What do you think are some of the costs to consumers as a result of being exposed to these dark pattern practices?

Do you think dark patterns should be illegal? Why or why not?

All of these are ways of influence used by advertisers EXCEPT…

Which of these is an example of a company using a dark pattern?

Which of the following is a realistic step a consumer can take to protect themself against dark patterns?