Advertising Psychology

Introduction

The students understand the influence of human behavior on the perception and success of advertising.
By linking psychological research competences and the knowledge of human behavior, students are able to analyze marketing measures for their target-group-specific preparation, to recognize reception patterns and to plan their own communication measures accordingly.

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The course Advertising Psychology focuses on aspects of consumer psychology that form the basis for understanding consumer behavior. The focus here is on theories of consumer behavior that originate, for example, from the areas of activating processes (emotion, motivation, attitude), cognitive processes (reception, processing, and storage of information), or decision behavior as an interaction. During the course, methods for researching market experience and behavior are presented and a cornerstone is laid for understanding the effects of communication measures. Stu-dents are familiarized with important terms such as motivation, image, emotion, cognition or activation within the framework of this course and develop various theoretical approaches (e.g. perception, emotion, learning or attitude theory) on the basis of concrete tasks. This provides a basis for the analysis of the practical im-plementation (e.g. color and shape effect in print advertising).
In this way, students are prepared to understand consumer behavior, to recognize connections between communication, marketing and consumer behavior, and to apply and implement these findings in practice.

•Felser, G. (2015). Werbe- und Konsumentenpsychologie, Heidelberg: Springer Verlag.
•Kroeber-Riel, W., and Gröppel-Klein, A. (2019). Konsumentenverhalten, 11. Auflage, München: Vahlen Verlag.
•Forscht, T., Swoboda, B., Schramm-Klein, H. (2017). Käuferverhalten: Grundlagen – Perspektiven – Anwendungen, 6. Auflage, Wiesbaden: Springer Verlag.
•Bak, P.M. (2019). Werbe- und Konsumentenpsychologie: Eine Einführung, 2. Auflage, Stuttgart: Schäfer-Poeschel.

written exam

German

4

50

2.0

Integrated course, group work, case studies, discussions, e-learning

2

English version will be available soon

MGL3

integrated lecture

Compulsory

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