Advertising and brand psychology (WP)*

1st cycle Master

Participants
- know advertising impact models and can analyse and evaluate purchasing decision behaviour based on them.
- have knowledge of successful persuasion through arguments in the context of credibility
- know the models of emotional advertising
- are able to analyse and assess digital media and their impact on society (social media)
- know the basics of brand psychology and brand strategy options (neuroeconomic findings, brand functions, archetypes)

none

- Advertising impact models
o Stimulus-response model
o Classical conditioning
o AIDA model
o Lvidge and Steiner's six-stage model
- Emotional conditioning
- Attitude transfer
- Emotions as motives
- Can analyse and evaluate the use of different media offerings
o Social media & community engagement
o Newsroom strategy
o Customer brand experience
- Concepts of the brand-consumer relationship
- Psychological theories and models of brand impact
- Market and brand strategy
- Managing brand identity

Bak, M. P. (2019). Werbe- und Konsumentenpsychologie: Eine Einführung. Stuttgart: Schäffer-Poeschel.
Wallner, R.M. (2018): Digitale Medien zwischen Transparenz und Manipulation: Internet und politische Kommunikation in der repräsentativen Demokratie, Springer VS.
Lamberton, C., Rucker, D. D., & Spiller, S. A. (2023). The Cambridge handbook of consumer psychology. Cambridge: Cambridge University Press.
Gutjahr, G. (2019): Markenpsychologie: Wie Marken wirken - Was Marken stark macht, 4. Aufl., Springer Gabler.
Scheier, C./ Held, D. (2012): Was Marken erfolgreich macht: Neuropsychologie in der Markenführung, 3. Aufl., Haufe.
Burmann, C./ Halaszovich, T./ Schade, M. (2021): Identitätsbasierte Markenführung: Grundlagen - Strategie - Umsetzung – Controlling, 4. Aufl., Springer Gabler.

Portfolio

German

6

ILV (Blended Learning, Inverted Classroom)

3

2

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