Lesson Plan

• Describe key psychological concepts influencing consumer behaviour (motivation, perception, attitudes, learning).
• Explain each stage of the consumer decision‑making process and the internal and external factors that shape it.
• Analyse how sellers design physical and online environments to manipulate perception and purchase decisions.
• Evaluate the effectiveness of design interventions using experimental and neuromarketing methods.

• Projector and screen
• Whiteboard and markers
• Printed worksheet with decision‑making flowchart
• Sample product packaging and POP displays
• Laptop with internet access (for online environment examples)
• Clicker or polling app for quick checks
• Short eye‑tracking video demo

Begin with a quick poll: “What influences you most when buying a new phone?” Use responses to link to everyday consumer choices. Review prior knowledge of motivation and perception, then outline today’s success criteria – students will be able to map psychological factors onto each decision‑making stage and critique design cues.

1. Do‑now (5’): Students complete a 3‑question quiz on Maslow’s hierarchy and basic perception concepts.
2. Mini‑lecture (10’): Overview of the five‑stage consumer decision‑making model, highlighting psychological influences.
3. Group activity (12’): In small groups, analyse a case study (online shoe retailer) and identify which cues target each stage; record on worksheet.
4. Demonstration (8’): Show eye‑tracking video of a supermarket aisle; discuss layout, lighting, and shelf placement effects.
5. Interactive discussion (10’): Explore exchange theory, trust, and power dynamics; use clicker questions to gauge understanding.
6. Application task (10’): Students design a brief “pop‑up” display using scarcity, reciprocity, and anchoring principles; present to class.
7. Check for understanding (5’): Quick Kahoot quiz covering key concepts and design principles.

Recap the decision‑making stages and how environmental cues can steer each stage. Students complete an exit ticket: “Name one design element you would change in a store you visit often and explain why.” Assign homework to observe a real‑world retail or online environment and note at least three psychological tactics used.