Psychology of Audience Behaviour
Code: 104998 ECTS Credits: 6| Degree | Type | Year | Semester |
|---|---|---|---|
| 2501928 Audiovisual Communication | FB | 2 | 2 |
Contact
- Name:
- Patrícia Lazaro Pernias
- Email:
- patricia.lazaro@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
- Iván Bonilla Gorrindo
Prerequisites
No pre-requisite envisaged.
Warning: the teacher responsible for the teaching guide will not be the one who will teach the subject
Objectives and Contextualisation
It is expected that the student, at the end of his / her study be able to:
- Understand the importance of psychological connections to adapt to the behavior of consumers.
- Identify the perceptual characteristics of advertising productions and use them in the creation of audiovisual materials.
- Learn the principles explained by psychology related to perceptual communication.
- Understand the functioning of psychological processes involved in making decisions, especially emotions.
- Knowing consumer trends, monitorize and understand them.
- Identify the main phenomena and group processes, which allow understanding the behavior of the consumer in their social and cultural environment.
- Acquire social psychology connections referring to identity training, group behavior, social awareness and attitude training, which will help to understand the role of citizens as consumers.
- Connect the different forms of social stratification that is done in our society and their application in market's segmentation.
- To introduce the gender perspective in advertising perception.
- Promote attitude and critical thinking
Competences
- Be familiar with the characteristics of the psychology of perception applied to the production and analysis of audiovisual products.
- Research, select and arrange in hierarchical order any kind of source and useful document to develop communication products.
- Rigorously apply scientific thinking.
Learning Outcomes
- Research, select and arrange in hierarchical order any kind of source and useful document to develop communication products.
- Rigorously apply scientific thinking.
- Use the fundamentals of the psychology of perception to analyse audiovisual phenomena.
Content
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 SESSIONS
1. Introduction. Psychology applied to the behavior of audiences. Persuasion
2. How they persuade us. Psychology of persuasive communication.
3. How we perceive content: attention, perception and memory.
4. How we make decisions: emotions, dissonances, fast track and slow track.
5. How we follow trends: social change, psychosocial segmentation and social trends.
6. How we form part of market segments: identity, social groups, stratification and main social categories: age and gender.
SEMINARS
Parallel to the master sessions, 7 compulsory attendance seminars will be held, which will bring the theoretical contents closer to professional practice.
Seminar 1: persuasion
Seminar 2: attention
Seminar 3: eye tracking
Seminar 4: associative learning
Seminar 5: fast track / slow track
Seminar 6: creative thinking
Seminar 7: social categorization and gender
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 MOODLE 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 | |||
| Seminars | 15 | 0.6 | 3 |
| Theoretical classes | 37.5 | 1.5 | 2, 3 |
| Type: Supervised | |||
| Tutorials | 7.5 | 0.3 | 1 |
| Type: Autonomous | |||
| Autonomous | 40 | 1.6 | 2, 1, 3 |
Assessment
The skills and the subject will be evaluated through the following activities:
- Exam (40% of the grade).
- Attendance, participation and delivery of Seminar reports (20%).
- Course work (40% of the grade).
a) CONTINUOUS ASSESSMENT: to pass the subject in the continuous assessment, all the assessments (Examination, Course Work and Seminars) must have a grade equal to or greater than 5 under the following conditions:
- In the Exam (Theory). Have a grade greater than or equal to 5. With a 4 or less, it is not averaged and goes to recovery.
- At Work: Have a grade above 5.
- In the Seminars: have attended and have a grade higher than 5 in ALL the Seminars.
b) RECOVERY: There will be recovery of the SUSPENDED ACTIVITIES in the continuous evaluation. The conditions to make the recovery are the following:
- EXAM (Theory): a grade lower than 5 has been obtained in the continuous evaluation exam.
- WORK: It has been delivered and obtained a grade lower than 5 in the continuous evaluation.
- SEMINARS: only 3 Seminars have been attended and noted.
Recovery features:
- EXAM (THEORY): The recovery will be done through an exam of the same type as that of the continuous evaluation. The grade obtained in the theory recovery exam will be the final grade for this part.
- WORK: The recovery will be done by repeating the work of the subject and/or the incorrect sections.
- SEMINARS: The written work corresponding to the seminar that has not been attended and whose note is missing will be delivered to the teacher and/or the work of the seminars with a grade lower than 5 in the continuous evaluation will also be delivered. The maximum mark that can be achieved in the recovered Seminar will be a 6.
To pass the subject after recovery, all recovery activities (Examination, Course Work and Seminars) must have a grade equal to or greater than 5.
The final grade obtained after the recovery will be calculated following the same criteria as in the continuous evaluation.
c) RAISE GRADE: Students who have obtained a grade equal to or greater than 8.5 in the continuous evaluation may present themselves to raise their grade. To raise the grade, a global exam of the subject type test will be done. If the final mark obtained in this exam is higher than the final mark obtained in the subject in the continuous evaluation, the mark will be raised; if it is lower, the final grade for the subject will be the final grade obtained in the continuous assessment.
D) SECOND REGISTRATION:
In the case of second registration, students will be able to do a single summary test that will consist of a 50% final exam and 50% compulsory work, if the work was not approved in the first call. The qualification of the subject will correspond to the qualification of the synthesis test.
D) PLAGIARISM
In the event that the student performs any irregularity that may lead to a significant variation in the grade of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may 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 |
|---|---|---|---|---|
| Exam | 40% | 2 | 0.08 | 2, 1, 3 |
| Final work | 40% | 30 | 1.2 | 2, 1, 3 |
| Participation and reports of the seminars | 20% | 18 | 0.72 | 2, 1, 3 |
Bibliography
Main bibliography
Dubois, B. y Rovira, A. (1998) Comportamiento del Consumidor. Comprendiendo al Consumidor. Madrid: Prentice Hall, 2ª Edición.
Quintanilla Pardo, I. (2002) Psicología del Consumidor. Madrid:Prentice Hall.
Shiffman y Kanuk (2005). “Comportamiento del Consumidor. Madrid: Editorial Pearson.
Vinyals, A. (2019). El consumidor tarado. Barcelona: Amazon.
Complementary bibliography
Alonso L. E., Conde F. (1994) Historia del consumo en España: Una aproximación a sus orígenes y primer desarrollo. Madrid: Debate
Ariely D. (2008) Las trampas del deseo . Londres: Harper Collins Harper Collins.
Cortina, A. (2002) Por una ética del consumo. Madrid: Taurus.
Dooley, R. (2011). Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. John Wiley & Sons.
Kahneman, D. (2012). Pensar rápido, pensar despacio. Debate.
Klein, N. (2000) No logo. El poder de las marcas. Barcelona: Paidós.
Morgado, I. (2012). Cómo percibimos el mundo. Ariel.
Ruiz Maya, S. Y Alonso Rivas, J. (2013) Casos prácticos de comportamiento del consumidor. Madrid: Editorial ESIC.
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