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Psychology of Perception Applied to Advertising and Public Relations

Code: 103129 ECTS Credits: 6
2024/2025
Degree Type Year
2501935 Advertising and Public Relations FB 2

Contact

Name:
Albert Vinyals Ros
Email:
albert.vinyals@uab.cat

Teachers

Berta Conill Purgimon

Teaching groups languages

You can view this information at the end of this document.


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.

Learning Outcomes

  1. CM05 (Competence) Assess the impact of psychological processes that influence decision-making to avoid unethical uses of persuasive communication.
  2. KM06 (Knowledge) Identify how the basic psychological processes involving the perception, understanding and interpretation of advertising stimuli influences decision-making among members of the public.
  3. SM06 (Skill) Apply knowledge of learning, emotions, attention, and memory in the development of persuasive communication strategies and messages.

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.


Activities and Methodology

Title Hours ECTS Learning Outcomes
Type: Directed      
Seminar Sessions 37.5 1.5 CM05, KM06, SM06, CM05
Theoretical Classes 15 0.6 CM05, KM06, SM06, CM05
Type: Supervised      
Supervised Tutoring 7.5 0.3 SM06, SM06
Type: Autonomous      
Autonomous 82.5 3.3 CM05, KM06, SM06, CM05 


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.


Assessment

Continous Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Course Work 30% 2.5 0.1 CM05, KM06, SM06
Exam 40% 2 0.08 CM05, KM06, SM06
Participation and reports of the seminars 30% 3 0.12 CM05, KM06, SM06

a) CONTINUOUS ASSESSMENT:

To pass the subject in the continuous evaluation, all the evaluations (Exam, Coursework and Seminars) must have a grade equal to or greater than 5 under the following conditions:

  • Theoretical exam (40%). Examination on the theoretical content and that of the seminars. Have a grade greater than or equal to 5. With a 4 or less, it does not become average and goes directly to recovery.
  • At work (30%): Have a grade equal to or greater than 5.
  • In the seminars (30%): have attended and have a grade higher than 5 in ALL the Seminars.


b) RECOVERY continuous assessment:

There will be recovery of FAILED ACTIVITIES in the continuous evaluation. The conditions to make the recovery are the following:

 

  • EXAM (Theory): a grade below 5 has been obtained in the continuous assessment exam.
  • WORK: A grade of less than 5 has been completed and achieved in the continuous assessment.

Recovery Features:

  • EXAM (THEORY): Recovery will be done through an exam of the same type as the continuous assessment. 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: cannot recover. If one has not been released for justified reasons, he can miss the term with a penalty of 20% of his grade, but only during the following two weeks. .

 

c) SINGLE ASSESSMENT:
The single assessment system for the subject is based on the following percentages:

  • 50% Theoretical test. It is a specific model for this type of evaluation.
  • 20% Test book. Examinationon the content of a book proposed by the teacher. It will take place on the day of the theory test.
  • 30% Delivery of a final work.

To pass the subject you willhave to reach 5, or pass it in each of the parts that make up your evaluation.

The works will be released on the day of the exam, in which the theoretical test and the book exam will be evaluated.

 


d) RECOVERY single assessment:

The theory test can only be recovered if the student has obtained a grade lower than 4.9. The recovery test will consist of a written test to assess theoretical knowledge.
The mark obtained in the resolution of cases or communicative challenges will form part of the weighted average of the final mark. Only in case of failing this test may he choose to recover it with a test of the same nature.

 

OTHERS:

  • UP NOTE: Students who have obtained a grade equal to or greater than 8.5 in the continuous assessment may apply to raise their grade. To raise the grade, there will be a global exam of the subject. If the final grade obtained in this exam is higher than the final grade achieved in the subject in the continuous assessment, the grade will be raised; if it is lower, the final grade for the subject will be the final grade obtained in the continuous assessment.
  • PLAGIARISM: In the event that the student performs plagiarism without citing, or an unexplained use of an AI to perform a task, this act of evaluation will be graded with 0, regardless of the disciplinary process that may be instituted. In the event that two irregularities occur in the evaluation acts of the same subject, the final grade will be 0.

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


Language list

Name Group Language Semester Turn
(SEM) Seminars 51 Catalan first semester afternoon
(SEM) Seminars 52 Catalan first semester afternoon
(TE) Theory 5 Catalan first semester afternoon