Psychology of Perception Applied to Advertising and Public Relations
Code: 103129 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501935 Advertising and Public Relations | FB | 2 | 1 |
Contact
- Name:
- Albert Vinyals Ros
- Email:
- albert.vinyals@uab.cat
Use of Languages
- Principal working language:
- catalan (cat)
- Some groups entirely in English:
- No
- Some groups entirely in Catalan:
- Yes
- Some groups entirely in Spanish:
- No
Teachers
- Berta Conill Purgimon
Prerequisites
Those contemplated in the teaching plan.
Objectives and Contextualisation
It is expected that at the end of the study of the subject the students will be able to:
- Identify the perceptual characteristics of advertising productions and use them in the analysis and creation of advertising materials.
- Know the importance of the research for the obtaining of data and conclusions applying the contents of Psychology of perception to Publicity and Public Relations.
- Identify the perceptual characteristics of advertising productions to use them in the creation of advertising materials
- Know the importance of research and the scientific method to obtain data.
- Understand the functioning of basic psychological processes involved in consumer behavior, such as attention, perception, sensation, learning and memory
- Understand the functioning of psychological processes involved in decision-making, especially emotions.
- Introduce the gender perspective in advertising perception.
- Encourage attitude and critical thinking
- Promote respect for ethics in the exercise of the profession.
Competences
- Demonstrate knowledge of the psychological fundamentals of persuasive communication (attention, memory, interest, processes of idea association, conviction and desire).
- Introduce changes in the methods and processes of the field of knowledge to provide innovative responses to the needs and demands of society.
- Rigorously apply scientific thinking.
- Students can apply the knowledge to their own work or vocation in a professional manner and have the powers generally demonstrated by preparing and defending arguments and solving problems within their area of study.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Students must have and understand knowledge of an area of study built on the basis of general secondary education, and while it relies on some advanced textbooks it also includes some aspects coming from the forefront of its field of study.
- Take account of social, economic and environmental impacts when operating within one's own area of knowledge.
- Take sex- or gender-based inequalities into consideration when operating within one's own area of knowledge.
Learning Outcomes
- Analyse a situation and identify its points for improvement.
- Analyse the sex- or gender-based inequalities and the gender biases present in one's own area of knowledge.
- Consider how gender stereotypes and roles impinge on the exercise of the profession.
- Identify and interpret the repertoire of emotions that can play a role in turning need-desire into a purchase attitude.
- Identify situations in which a change or improvement is needed.
- Identify the principal forms of sex- or gender-based inequality and discrimination present in society.
- Propose projects and actions that incorporate the gender perspective.
- Rigorously apply scientific thinking.
- Students can apply the knowledge to their own work or vocation in a professional manner and have the powers generally demonstrated by preparing and defending arguments and solving problems within their area of study.
- Students must be capable of collecting and interpreting relevant data (usually within their area of study) in order to make statements that reflect social, scientific or ethical relevant issues.
- Students must be capable of communicating information, ideas, problems and solutions to both specialised and non-specialised audiences.
- Students must develop the necessary learning skills in order to undertake further training with a high degree of autonomy.
- Students must have and understand knowledge of an area of study built on the basis of general secondary education, and while it relies on some advanced textbooks it also includes some aspects coming from the forefront of its field of study.
- Weigh up the impact of any long- or short-term difficulty, harm or discrimination that could be caused to certain persons or groups by the actions or projects.
Content
SCHEDULE OF THE SUBJECT
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject.
MASTER CLASS CONTENT:
1. Introduction: Psychology and Advertising Communication. Consumer psychology.
1.1. Research bases in Perception Psychology applied to PRP
2. Routes of entry of the stymolous to the organism:
2.1. The attention.
2.2. The sensation: the senses in advertising perception: visual, auditory and chemical perception.
2.3. The perceptual process and the factors that influence it.
3. Storage and retrieval: learning and memory.
4. Decision making: fast and slow thinking. Emotions in advertising.
SEMINAR CONTENTS:
Parallel to the theory explanation, 5 seminars will be held in divided groups, of compulsory attendance where aspects told in the master classes will be put into practice, as well as being used to provide a complementary and critical vision of some aspects treated in the theory.
Seminar 1: Praxis of neuromarketing
Seminar 2: Praxis of attention
Seminar 3: Praxis of sensory marketing
Seminar 4: Gestalt and optical illusions
Seminar 5: Gender and perception.
Methodology
Teaching methodology includes supervised and autonomous activities, and will combine theoretical classes with supervised tutoring sessions and seminar sessions.
The methodological integration will be carried out from the use of the CV (Campus Virtual) classrooms of the UAB.
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject. In case of a change of teaching modality for health reasons, teachers will make readjustments in the schedule and methodologies.
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Activities
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Seminar Sessions | 37.5 | 1.5 | 1, 8, 4, 6, 5, 7, 13, 11, 3, 14 |
| Theoretical Classes | 15 | 0.6 | 8, 4, 6, 13, 9, 3 |
| Type: Supervised | |||
| Supervised Tutoring | 7.5 | 0.3 | 12, 9 |
| Type: Autonomous | |||
| Autonomous | 82.5 | 3.3 | 8, 4 |
Assessment
The competences and the subject will be evaluated through the following activities:
• Exam (40% of the note).
• Assistance, participation and delivery of the reports of the Seminaries (10%).
• Course work (50% of the note).
a) CONTINUOUS EVALUATION: to pass the subject in the continuous evaluation, all assessments (Exam, Course Work and Seminars) must be equal to or greater than 5 in the following conditions:
• In the Exam (Theory). Have a note greater than or equal to 5. Average will not be made if the exam does not reach 4 (over 10).
• At Work: Have a note higher than 5.
• In the Seminars: have attended all the seminars and have a grade higher than 5 in the three Seminars that are evaluated.
b) RECOVERY: There will be recovery of the SUSPENDED ACTIVITIES in the continuous evaluation. The conditions for doing the recovery are as follows:
• EXAM (Theory): a note of less than 5 has been obtained in the continuous evaluation exam.
• WORK: A note of less than 5 has been delivered and obtained in the continuous evaluation.
• SEMINARS: you have only attended and you have 3 Seminars.
Recovery conditions:
• EXAM (THEORY): The recovery will be done through an examination of the same type as the one of the continuous evaluation. The note obtained in the theory recovery exam will be the final note of this part.
• WORK: The recovery will be done by repeating the work of the subject and / or the incorrect sections.
• SEMINARS: Thewritten work corresponding to the seminary to which the student has not attended willbe delivered to the teacher or teacher, and / or the seminar papers will be delivered with a note of less than 5 in the continuous evaluation. The maximum note that can be obtained in the Recovered Seminar will be a 6.
To approve the subject after recovery, all the recoveries of the activities (Exam, Work of course and Seminars) must have a note equal or superior to 5 in the following conditions:
• In the Recovery Exam (theory): have a note greater than or equal to 5.
• At work: have a note greater than 5.
• In the seminars: obtain a note greater than 5 in ALL the Seminars.
The final note obtained after the recovery will be calculated according to the same criteria as in the continuous evaluation.
c) TO UPLOAD THE NOTE: Students who have obtained a note equal to or greater than 8.5 in the the continuous evaluation. A full exam of the test type subject will be done to upload a note. If the final note obtined in this exam is superior than the final obtined in the continous evaluation, the note will be uploaded; if it is lower, the final note of the subject will be the final note obtined in the continous evaluacion.
* The student who performs any irregularity (copy, plagiarism, identity theft...) will be qualified with 0 in this assignment or exam. In case there are several irregularities, the final grade of the subject will be 0.
d) SECOND REGISTRATION:
In the case of second registration, students will be able to do a single summary test. The qualification of the subject will correspond to the qualification of the synthesis test.
PLAGIARISM:
In the event that the student performs any irregularity that may lead to a significant variation of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that could be instructed. In the event, that several irregularities occur in the evaluation acts of the same subject, the final grade for this subject will be 0.
Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Course Work | 50% | 2.5 | 0.1 | 8, 4, 9, 10 |
| Exam | 40% | 2 | 0.08 | 2, 1, 8, 4, 6, 5, 13, 12, 11, 9, 14 |
| Participation and reports of the seminars | 10% | 3 | 0.12 | 2, 1, 8, 4, 6, 5, 7, 10, 3 |
Bibliography
Basical:
Añaños, Elena. (1999). Psicologia de la atención y de la percepción. Guía de estudio y evaluación personalizada. Barcelona: Publicacions de la UAB. Edició electrònica en CD-ROM
Boada Calbet, H. (2001). Processos psicològics bàsics. Barcelona: Ensenyament Obert.
Goldstein, Bruce. (2012). Sensación y Percepción (8ª Edición). Thompson editorial.
Kahneman, D. (2012). Pensar rápido, pensar despacio. Debate.
Morgado, I. (2012). Cómo percibimos el mundo. Revista nº, 1.
Shiffman y Kanuk (2005). “Comportamiento del Consumidor. Madrid: Editorial Pearson.
Vinyals, A. (2019). El consumidor tarado. Barcelona: Amazon.
Complementary:
Ariely D. (2008) Las trampas del deseo . Londres: Harper Collins Harper Collins.
Braidot, N. P. (2006). Neuromarketing: neuroeconomía y negocios. Barcelona: NorteSur.
Dooley, R. (2011). Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. John Wiley & Sons.
Dubois, B. y Rovira, A. (1998) Comportamiento del Consumidor. Comprendiendo al Consumidor. Madrid: Prentice Hall, 2ª Edición.
Jauset, Jordi (2014). Música y Cerebro. Una pareja saludable. Barcelona: Círculo Rojo.
Klein, N. (2000) No logo. El poder de las marcas. Barcelona: Paidós.
Manzano, R. et alt. (2012). Marketing sensorial. Comunicar con los sentidos en elpunto de venta. Ed. Prentice Hall.
Myers, David G. (2011) Psicologia. 9.a ed. Madrid: Médica Panamericana.
Quintanilla Pardo, I. (2002) Psicología del Consumidor. Madrid:Prentice Hall.
Ruiz Maya, S. Y Alonso Rivas, J. (2013) Casos prácticos de comportamiento del consumidor. Madrid: Editorial ESIC.
Santiago de Torres, J. [et al]. (2006) Procesos psicológicos básicos. 2a ed. Madrid: McGraw-Hill.
Thaler, R. H. (2016). Todo lo que he aprendido con la psicología económica. Barcelona, Deusto.
Zaltman, G. (2003) Cómo piensan los consumidores. Barcelona: Empresa Activa.
BLOG:
http://psicologiadelconsumo.wordpress.com/
Software
No specific software is required