How many convincing tactics can you find?
answer:
Words like ‘Exclusive’, ‘VIP’ and ‘personal boutique’ make you feel special. Using the word ‘you’ makes it personal. Free shipping is something we can expect from online retailers (don’t be fooled, it’s baked into the price) Immediateness: “within 12 hours” Countdown timer (scarcity)
Ask:
How often do you notice these kinds of marketing tricks to make you buy? Are there any examples of these tricks that come to mind with retail websites you visit? Do you think these kinds of tactics are effective?
Here are the ready-made slides for this Question of the Day that you can use in your classroom.
Behind the numbers (CBS News):
In the past decade, manipulative website design has been discontinued by a handful of businesses, but is almost ubiquitous online and in consumer apps.
“Imagine running a business and you could push a button to make your customers spend 21% more. It’s a no-brainer,” Harry Brignull, who first coined the term “dark patterns” in 2010. and many of these marketing tricks online since then, they said at the FTC workshop.
A decade ago, Brignull said, he thought publishing these techniques would be enough to shame companies into abandoning them. But that hasn’t happened, he said — because for many companies, the rewards of these designs are too good to give up.
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Learn about dark patterns and more in the NEW! NGPF Unit on Consumer Skills. Just released today!
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Here’s a video about dark patterns that can keep the conversation going. Also featured in Lesson 12.2 Advertisements and dark patterns.
About the author
Tim Ranzetta
Tim’s savings habits started at 7 a.m. when a neighbor with a broken hip gave him a dog walking job. Her recovery, which lasted nearly a year, led to Tim getting to know the bank clerks quite well (and building a savings account balance of over $300!). His recent entrepreneurial adventures include driving a chipper, analyzing compensation packages for Fortune 500 companies, and helping families make better college funding decisions. After volunteering in 2010 to establish a personal finance program and teach at Eastside College Prep in East Palo Alto, Tim saw firsthand the impact of an engaging and activity-based curriculum, which inspired him. to start a new nonprofit, Next Gen Personal Finance. †
This post Question of the day: How does this ad encourage you to buy?
was original published at “https://www.ngpf.org/blog/question-of-the-day/question-of-the-day-how-does-this-webpage-encourage-you-to-buy-this-item/”