In this chapter, psychologist Dr. Robert Cialdini explains, with many research-based examples, the seven universal principles of social influence: reciprocation, liking, commitment/consistency, authority, scarcity, unity, and social proof.
The chapter makes the case that social proof—the tendency to do what comparable others do—is the single most powerful driver of pro-environmental behavior, and uses that insight to diagnose why some environmental messaging fails.
Since this is a dense, research-based chapter, support reading with vocabulary scaffolding.
Use a jigsaw model for students to each read one or two of the seven principles (p.p. 1-3) and explain them to one another.
Have students identify each of the seven principles and find or create their own real-world example of one, then evaluate which principle a given environmental campaign is relying on.
Differentiation:
Generate multiple reading-level versions of the chapter and assign them to students by level.
For advanced students, extend the reading by assigning them to read and analyze one of the studies mentioned.
Interdisciplinary Connections:
Language Arts:
Ask students to identify which persuasive and rhetorical strategies each principle exemplifies.
Design a project in which student groups choose one environmental concern in their school and develop a campaign that employs social proof to persuade classmates.
Civics:
Use the India and Indonesia pollution-rating programs, in which governments use transparency rather than penalties, to spark a discussion about how policy can be most effective and whether regulation is always the best strategy.
Examine the role of social proof in current and historical social and political movements and debate whether social proof is always used for good.
Economics:
Use social proof as a case study of how people deviate from the rational actor model; pair it with the idea of "nudging" to illustrate how small, low-cost interventions shape economic behavior.
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