Activity 01
Experiment: Loss Aversion Auction
Provide mugs or candies as items. Have pairs bid in a standard auction, then switch to an endowment auction where bidders own items first. Groups record bids and discuss why values rise after ownership. Debrief on loss aversion.
Explain how cognitive biases affect consumer choices.
Facilitation TipDuring the Loss Aversion Auction, circulate and quietly note which students adjust bids after seeing others’ choices, then ask them to share their reasoning in small groups.
What to look forPresent students with two product descriptions for identical items, one emphasizing '90% fat-free' and the other '10% fat'. Ask students to identify the framing effect at play and explain which description is likely to be more persuasive and why.