Welcome! A couple of notes before we get started

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1 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 Welcome! A couple of notes before we get started Your feedback is valuable to us! Please fill out the survey provided at the conclusion of the presentation. A link will be provided in the chat box During the last 10 minutes of this presentation Zena will address your questions! Please submit them in the chat box and she will answer as many questions as time allows. If you have additional questions please direct them to healthy_food_choices_in_schools@cornell. edu Please enter your address in the chat box if you wish to receive updates from Healthy Food Choices in Schools.

2 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

3 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

4 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.

5 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

6 I have had the opportunity to attend Cialdini s Influence at Work training as well as other trainings using the principles.

7 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

8 At any given time, at least one of these principles is available to encourage kids to eat healthier foods.

9 Our brain looks for shortcuts or clues to help make decisions about what action to take.

10 WASHINGTON STATE UNIVERSITY EXTENSION LIKING According to the principle of LIKING, people say yes to those they know and like.

11 Friendliness is a key as to why students participate in school nutrition programs.

12 Cialdini outlines five factors that are associated with increased likeability. Physical Attractiveness Familiarity Similarity Association Praise

13 Provide service with a smile.

14 Like them first.

15 Persuade the Parents to Increase Participation.

16 Put a face on your program.

17 Make an appearance

18 WASHINGTON STATE UNIVERSITY EXTENSION RECIPROCITY We want to give back to those who have given to us first.

19 Response to a Request to Complete a Health Survey 60% 52% 50% 40% 30% 20% 10% 23% 21% 0% $5 Gift $50 Rewards No Incentive

20 They would have had to spend 8x more money on the $50 reward to get same response as $5 gift VS

21 Gifts are most effective when they are personalized, unexpected, and truly have no conditions attached. Unexpected No strings attached Personalized

22 The good news is gifts do not have to be expensive or cost money. Time Solve a problem Attention Special help or information Appreciation

23 WASHINGTON STATE UNIVERSITY EXTENSION SCARCITY The principle of scarcity taps into the rule of the rare

24 We value and want things more when they are rare, scarce, or exclusive. Rare Limited availability Limited time We value what is Scarce Exclusive Loss

25 What will students miss out on if they don t take action?

26 WASHINGTON STATE UNIVERSITY EXTENSION CONSISTENCY/ COMMITMENT We want to be consistent to what we have said or done in the past.

27 Once a person takes a stand, there is personal and interpersonal pressure to behave consistently with what they have said or done.

28 Consistency is activated by public, voluntary and active commitment. Voluntary Public Active

29 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.

30 Creating a pledge activity uses the power of consistency to promote new habits.

31 WASHINGTON STATE UNIVERSITY EXTENSION CONSENSUS/ SOCIAL PROOF We look to many others and similar others for cues on how to act.

32 Use the power of student testimonials.

33 Used correctly, data and statistics can illustrate responses of many others. 3 out of 4 youth don t eat enough fruits and vegetables Versus 4 out of 5 students at our high school feel it is important to eat more fruits and vegetables

34 WASHINGTON STATE UNIVERSITY EXTENSION AUTHORITY We look to others with superior knowledge, expertise or experience.

35 Admitting a weakness increases authority.

36 Clearly communicate staff experience, education and expertise.

37 Show the real people behind the service on your website to increase credibility and trustworthiness.

38 Today I reviewed the 6 persuasion principles and how they can be used in school foodservice. LIKING SCARCITY CONSISTENCY AUTHORITY SOCIAL PROOF RECIPROCITY

39 Thank you for attending! We hope you found the presentation informative and useful! Your feedback is important to us! Please help us evaluate our efforts by filling out this survey: (a clickable link is in the chat box) A recording of this webinar will be available shortly at learn.extension.org/events/1660#.u8wylpldxuq (link also in chat box) If you have additional questions or would like to learn more about Healthy Food Choices in Schools please contact: healthy_food_choices_in_schools@cornell.edu Healthy Food Choices in Schools