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Lesson Plan: Marketing - Decoding Buying Decisions: Mind vs. Emotion
Title: Decoding Buying Decisions: Mind vs. Emotion

Age Level: Grades: 9-12
 
Estimated Time: 50 minutes

National Standards: Complies with NBEA Foundations of Marketing 2023 Standard: Analyze the characteristics, motivations, and behaviors of consumers. II.A.3.6; Differentiate between rational (cognitive) and emotional (affective) buying motives
 
Objectives: 

●       Differentiate between rational (cognitive) and emotional (affective) buying motives.
●       Identify examples of both buying motives in everyday purchasing decisions.
●       Analyze a case study to understand how companies leverage these motives in their marketing strategies.
 
Materials: 

●        Case study handouts (included).
●        Worksheets for students to record their analysis (included).

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