
Psychology of Perception Applied to Advertising and Public Relations
Code: 103129Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Advertising and Public Relations | FB | 2 |
Contact lecturer
- Name :
- Albert Vinyals Ros
- Email :
- albert.vinyals@uab.cat
Teaching staff
- Berta Conill Purgimon
Group languages
You can consult this information at the end of the document.
Prerequisites
Those contemplated in the teaching plan.
Objectives
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
- CM05 (Assess the impact of psychological processes that influence decision-making to avoid unethical uses of persuasive communication.) Assess the impact of psychological processes that influence decision-making to avoid unethical uses of persuasive communication.
- KM06 (Identify how the basic psychological processes involving the perception, understanding and interpretation of advertising stimuli influences decision-making among members of the public.) Identify how the basic psychological processes involving the perception, understanding and interpretation of advertising stimuli influences decision-making among members of the public.
- SM06 (Apply knowledge of learning, emotions, attention, and memory in the development of persuasive communication strategies and messages.) Apply knowledge of learning, emotions, attention, and memory in the development of persuasive communication strategies and messages.
Contents
SCHEDULE 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.
The course content will be sensitive to issues related to gender perspective and the use of inclusive language.
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Autonomous | 89.5 | 3.58 | CM05, KM06, SM06 |
| Theoretical Classes | 33 | 1.32 | CM05, KM06, SM06 |
| Seminar Sessions | 18 | 0.72 | CM05, SM06 |
| Supervised Tutoring | 2 | 0.08 | KM06 |
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.
A detailed schedule outlining the content of each session will be presented on the first day of the course and will be available on the course’s Virtual Campus, where students will find all teaching materials that the teaching team deems appropriate and necessary information for effective course monitoring. Should the teaching modality change for reasons of force majeure, the teaching staff will inform students of any modifications to the course schedule and teaching methodologies.
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Exam | 50% | 2 | 0.08 | CM05, KM06, SM06 |
| Participation and reports of the seminars | 30% | 3 | 0.12 | CM05, KM06, SM06 |
| Course Work | 20% | 2.5 | 0.1 | KM06, SM06 |
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 (50%). Examination on the theoretical content and that of the seminars. Have a grade greater than or equal to 5. With a 4,5 or less, it does not become average and goes directly to recovery.
- At work (20%): 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.
NOT EVALUABLE: students who have attended fewer than 4 seminars without justifying the absence (Only absences due to serious illness, serious illness of a direct family member or accident will be accepted).
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. .
SINGLE ASSESSMENT:
The single assessment system for the subject is based on the following percentages:
- 50% Theoretical test. This is a specific model for this type of assessment.
- 20% Book test. Exam on the content of a book proposed by the teacher. It will be held on the day of the theoretical test.
- 30% Submission of a final paper, with questions from it in the final exam.
To pass the subject, you must reach 5. If one of the three parts does not exceed 5, you will go directly to the recovery of that part.
The papers will be submitted one week before the exam. The book test will also be held on the day of the final theoretical test.
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:
- SECOND-ENROLLMENT STUDENTS: From the second enrollment, the evaluation of the subject may consist of a synthesis test that allows the evaluation of the learning outcomes foreseen in the teaching guide of the subject. In this case, the qualification of the subject will correspond to the qualification of the synthesis test. The details of the test will be communicated in due time to the students who decide to opt for this type of evaluation.
- 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.
- USE OF AI: In this course, the use of Artificial Intelligence (AI) technologies is permitted as an integral part of assignment development, provided that the final outcome demonstrates a significant contribution from the student in terms of analysis and personal reflection. Students must clearly identify any content generated using AI, specify the tools employed, and include a critical reflection on how these technologies have influencedboth the process and the final result of the assignment. Failure to disclose the use of AI in this assessed activity will be considered a breach of academic integrity and may result in a partial or total penalty to the assignment grade, or more serious sanctions in severe cases.
- 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.
- IRREGULRITIES: The performance of any irregularity in an evaluation act (academic fraud, plagiarism or improper use of AI, unless this use is expressly authorized by the teaching guide), which may lead to a significant variation in the grade, assumes that this act will be graded with a 0. In the event that the teaching guide foresees that in order to pass the subject it is an essential requirement to have obtained a minimum grade in this evaluation act or that there are several irregularities in the evaluation acts of the same subject, the final grade of this subject is 0. Apart from this, a disciplinary process may be instructed to the student that incurs any of these irregularities.
- PROCEDURE IN THE EVENT OF SUSPECTED IRREGULARITIES. Any student suspected of submitting assignments that have been generated by AI, written by others or copied; include unattributed AI-generated content, or fall outside the permitted scope, may be asked to provide the preliminary work or other materials that can demonstrate it is original work and the result of their own authorship. They may also be asked to separately explain or justify their work. Teachers may also use AI detection systems or carry out any verification tasks they deem appropriate. If, after review, the instructor detects irregularities, the assignment may be graded zero, and the student may be subject to further disciplinary action.
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
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TE) Theory | 5 | Catalan | first semester | afternoon |
| (SEM) Seminars | 51 | Catalan | first semester | afternoon |
| (SEM) Seminars | 52 | Catalan | first semester | afternoon |