Packaging Lesson #3: Motivation to Buy

Essential Question:

How does packaging play a factor in what I buy?

Introduction:

Students are introduced to thirty consumer mindsets. Students will analyze the consumer mindsets to determine which ones most influence their personal choices. Through partner work and larger group work, students will narrow down their list of influences to the top five most influential consumer mindsets. Results will be shared as a class. The most influential mindsets for each group will be connected to the four main purposes of packaging (convenience, protection, image, and sustainability) allowing students to evaluate which purpose of packaging most heavily influences their consumer choices.

Learning Outcomes:

Students will collaborate to analyze consumer mindsets and learn which factors most influence the motivation to buy products with different packaging.

Classroom Time Required:

1 class period (45-60 minutes)

Materials Needed:

• Handouts: (2) Consumer Mindset Cards and Tally Sheet
Enough for each pair to have their own. Precut Consumer Mindset Cards if possible.
• Handout: (1) Reflection
Each student gets their own.


Technology Required:

None

Pre-activities:

Packaging Lesson 2: Purpose of Packaging

Lesson:

1. Review the four benefit platforms from the previous lesson. If reflection homework was assigned, spend the first five minutes sharing in groups. 

2. Introduce today’s topic: Motivation to Buy 



   Did you know: The average American supermarket now carries some 20,000 lines and the superstores up to 40,000 lines. 80% of the shopping decisions are made at the point of purchase (when you buy the item in the store). It takes the average consumer less than seven-seconds to decide whether to buy most items. How does packaging influence us to make these numerous, quick decisions? 



   A packaging company completed an extensive study in 2007 and realized there are numerous consumer mindsets (set of attitudes or assumptions) that are important to people as they chose to buy products. Usually, we make these decisions so quickly that we don’t give them much thought. Today you will closely analyze thirty consumer mindsets and reflect on which ones are the most important to you when making a purchase. 


3. Divide students into partners. As partners, have them read through the thirty Consumer Mindset Cards. After reading each card and its description have students place the card in one of three piles: “Very Important to Me,” “Somewhat Important to Me,” “Not Important to Me.” Allow approximately ten minutes.

4. From their piles have students pairs choose their top ten cards that are very important to them when purchasing products. Write their ranking (1-10) on each card. Allow five to ten minutes. 

5. Have pairs join one other pair to share their top ten list. Ask them to see how many they have in common. Next, with all four students, challenge them to narrow down their lists to a top five list. Working together, have students discuss each option. Have students record their agreed upon top five list on their Reflection page. Allow approximately ten minutes. 

6. Write each consumer mindset that makes a top five list on the board. Use tally marks to indicate repeated mindsets. Hold a brief discussion to list observations students see from their top five lists. Is it possible to tell what is most important to students when they make a purchase? Are there any consumer mindsets that were not important to students? What do they find interesting about their choices? Connect their comments to the purposes of packaging by predicting which of the mindsets from the top five lists have to do with image, convenience, protection, and sustainability. Allow approximately ten minutes. 

7. Pass out the “key” / Tally Sheet. This sheet is what the packaging company stated the purpose of packaging was for each consumer mindset. 


   • Have pairs highlight their top five mindsets and the corresponding purposes of packaging. Tally the number of X’s for each column (purposes of packaging) on their Tally sheet. Allow approximately five minutes. 

8. Pass out the Reflection handout. Record their choices and calculate the percentage of X’s that they marked for each column. Using the Reflection handout, have pairs read the remaining questions to each other and brainstorm some possible answers. Assign the remaining questions for homework. 



Assessment:

Continuously monitor the room and ask probing questions to each pair/group to informally asses student understanding of the activity and the consumer mindsets.

Use the Reflection page to formally assess student learning. Collect student reflections at the beginning of the next class.

Modifications:

Students can initially work in threes to incorporate those who struggle with reading comprehension. Students who struggle with group work and those that work best in extremely quiet environments can work alone when initially introduced to the material. Be sure to incorporate these students into the larger group discussions when they are ready, or when determined by the teacher.

Vocabulary:


Consumer mindset

Point of purchase