PSY 402 – Psychology of Advertising

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PSY 402 – Psychology of Advertising; Weekly hours: 2+1, ECTS: 4
The purpose of this course is to familiarize students with wider field of advertising, with particular emphasis on the practical aspect as well as research in advertising, in the light of psychological concepts and theories, which will allow to clearly review the specific psychological processes that determine the effectiveness advertising and the impact of advertising on consumer, prompting him specific needs, preferences, choices and ultimately changing buying behavior. The course includes the following topics: Advertising – origin , function , effects , elements of advertising – consumer , message , context , approaches to increase the effectiveness of advertising , ways of processing information by consumers , attention and focus , remembering , understanding and elaboration , the attitude of the consumer towards the product – form and structure , models and approaches in the process of changing attitudes of customers , persuasion and changing attitudes , the impact of advertising on consumer.