healthy food choices in schools presents -...
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Healthy Food Choices in Schools Presents: Using the Power of Persuasion to Influence Student Food Choices Presented by Zena Edwards, MS, RD, Associate Professor, Food Safety & Nutrition, Washington State University Extension
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WASHINGTON STATE UNIVERSITY EXTENSION
Using the Power of
Persuasion to
Influence Student
Food Choices
Zena Edwards is an tenured Associate Professor with WSU Extension
Over 10 years experience in
behavior change
communications
PhD Prevention Science
candidate with emphasis in
health communications
Today I will review the 6 persuasion principles
and how they can be used in school foodservice.
Liking Reciprocity Scarcity Authority Consistency/
Commitment
Consensus
Social Proof
The Persuasion Principles are based
on over 2 decades of peer-reviewed
published research.
Dr. Cialdini received his
Ph.D from the
University of North
Carolina and post
doctoral training from
Columbia University.
Currently, Dr Cialdini is
Regents’ Professor
Emeritus of Psychology
and Marketing at
Arizona State
University.
Cialdini has identified Six Persuasion Principles,
or “decision triggers” that prompt us to say “yes”
to a request or specific behavior.
Liking Reciprocity Scarcity Authority Consistency/
Commitment
Consensus
Social Proof
I have had the opportunity to attend Cialdini’s
Influence at Work training as well as other
trainings using the principles.
This presentation is related to two articles
posted in the
Healthy Food Choices in Schools CoP.
Prompts, Pushes and Pulls: Using the Power of Persuasion to
Influence Student Food Choices
Serving Up the Smile Factor: Five Ways to Leverage Likability
and Increase Lunchroom Sales
http://www.extension.org/healthy_food_choices_in_schools
At any given time, at least one of these
principles is available to encourage kids to
eat healthier foods.
Our brain looks for shortcuts or clues to help
make decisions about what action to take.
WASHINGTON STATE UNIVERSITY EXTENSION
LIKING
According to the
principle of
LIKING, people
say “yes” to
those they know
and like.
Friendliness is a key as to why students
participate in school nutrition programs.
Cialdini outlines five factors that are
associated with increased likeability.
Physical Attractiveness
Similarity
Praise Association
Familiarity
Provide service with a smile.
Like them first.
Persuade the Parents to Increase
Participation.
Put a face on your program.
Make an appearance
WASHINGTON STATE UNIVERSITY EXTENSION
RECIPROCITY
We want to give
back to those
who have given
to us first.
52%
23% 21%
0%
10%
20%
30%
40%
50%
60%
$5 Gift $50 Rewards No Incentive
Response to a Request to Complete a Health Survey
They would have had to spend 8x more money on the $50 reward to get same response as $5 gift
VS
Gifts are most effective when they are
personalized, unexpected, and truly have
no conditions attached.
Personalized
Unexpected
No strings attached
The good news is gifts do not have to be
expensive or cost money.
Time
Attention
Appreciation Special help
or information
Solve a problem
WASHINGTON STATE UNIVERSITY EXTENSION
SCARCITY
The principle
of scarcity
taps into the
“rule of the
rare”
We value and want things more when they
are rare, scarce, or exclusive.
We value
what is…
Rare
Scarce
Exclusive
Loss
Limited time
Limited availability
What will students miss out on if they don’t
take action?
WASHINGTON STATE UNIVERSITY EXTENSION
CONSISTENCY/
COMMITMENT
We want to be
consistent to what
we have said or
done in the past.
Once a person takes a stand, there is personal
and interpersonal pressure to behave
consistently with what they have said or done.
Consistency is activated by public,
voluntary and active commitment.
Active
Public
Voluntary
People typically live up to what they write down
AND share!
86% of college students raised their grade by a
full letter grade or more when they made a
public goal.
Creating a pledge activity uses the power of
consistency to promote new habits.
WASHINGTON STATE UNIVERSITY EXTENSION
CONSENSUS/
SOCIAL PROOF
We look to
“many others”
and “similar
others” for cues
on how to act.
Use the power of student testimonials.
Used correctly, data and statistics can illustrate responses of “many others.”
“3 out of 4 youth
don’t eat enough
fruits and
vegetables”
“4 out of 5
students at our
high school feel
it is important to
eat more fruits
and vegetables”
Versus
WASHINGTON STATE UNIVERSITY EXTENSION
AUTHORITY
We look to
others with
superior
knowledge,
expertise or
experience.
Admitting a weakness increases authority.
Clearly communicate staff experience,
education and expertise.
Show the real people behind the service on
your website to increase credibility and
trustworthiness.
https://credibility.stanford.edu.guidelines/
Today I reviewed the 6 persuasion principles
and how they can be used in school foodservice.
LIKING SCARCITY CONSISTENCY
AUTHORITY SOCIAL PROOF RECIPROCITY
Healthy Food Choices in Schools
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