Psychology of marketing communication 1. History of psychology Summer term organization Ps (lecture for 12 weeks) 17. 2. 2014 – 10. 5. 2014 Examination period: May 12, 5. 2014 – June 7, 2014 Examination (6 credits) The exam will be in a form of a test. Precondition: 70 % attendance and presentation during workshop. Summer term organization Themes: 1. Analysis of a concrete ad campaign with focus on application of psychological methods 2. Methods of psychological research – actual examples (interviews, questionnaires) 3. Impact of emotions on the efficiency of marketing communication 4. Images in advertising – their use, types (examples) 5. Eroticism in advertising 6. Psychology of colors 7. Humor in advertising 8. The role of fear in advertising 9. The role of different culture in advertising 10. Why it is to easy to persuade us, deceive us and befuddle us? 11. Psychological aspects of marketing communication focused on specific generation (Z, Y) 12. Psychological characteristics of marketing communication for seniors 13. Psychological characteristics of marketing communication for children 14. Motivation to buy a concrete product 15. What motivates women to buy „women“ magazines? 16. What makes people read/watch tabloids? 17. Own theme Summer term organization Summer term organization Resources for study Summer term organization Themes of lectures: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Introduction, history of psychology and current movements Methods of psychology and psychological research Psychology of personality, personality and consumer behaviour Abilities (perception, attention, memory) and hardiness Motivation Social psychology Social communication Intercultural communication Psychology of presentation Psychological aspect of modern communication channels Psychology of advertising Psychology of customer loyalty Historie psychologie Empiricism Theory of knowledge which states that knowledge comes only or primarily from sensory experience. Empiricism emphasizes the role of experience and evidence, especially sensory experience, in the formation of ideas, over the notion of innate ideas or traditions; traditions (or customs) arise due to relations of previous sense experiences Historie psychologie Representatives: John Locke (1632–1704) proposed in An Essay Concerning Human Understanding (1689) a very influential view wherein the only knowledge humans can have is based upon experience. How we get the knowledge, what processes must go on in order for us to get knowledge. By observations he comes to the conclusion that even though the stimulus might be objective, our perception is subjective and does not reflect objective values (experiment with luke warm water) Locke is attributed with holding the proposition that the human mind is a tabula rasa, a "blank tablet," in Locke's words "white paper," on which the experiences derived from sense impressions as a person's life proceeds are written. Historie psychologie George Berkeley - Treatise Concerning the Principles of Human Knowledge (1710) - things only exist either as a result of their being perceived, or by virtue of the fact that they are an entity doing the perceiving David Hume - all knowledge, even the most basic beliefs about the natural world, cannot be conclusively established by reason. Our beliefs are more a result of accumulated habits, developed in response to accumulated sense experiences. Historie psychologie Pozitivism "Positive“ in this case does not mean „affirmative or favourable“ but „precise“. Positivism states that all authentic knowledge allows verification and that all authentic knowledge assumes that the only valid knowledge is scientific one. History of psychology August Comte (1798-1857) Believed the scientific method, the circular dependence of theory and observation, must replace metaphysics in the history of thought. Psychology - not enought scientific Impact of the development of psychology – efforts to prove the scientific nature of psychology, the psychologists started to build psychology in the same way as natural sciences ( the same methods, experiments – measurements or mental processes (speed of our reactions) etc. Thanks to that psychology – full fledged science History of psychology Hermann von Helmholtz (1821-1894) In psychology and physiology, he is known for his mathematics of the eye, theories of vision, ideas on the visual perception of space, color vision research, and on the sensation of tone, perception of sound In physics, he is known for his theories on the conservation of energy, work in electrodynamics He measured the speed of nerve transmissions • Speed of reaction 50 – 100 m/s • Before – mental processes and action are simmultaneous) Idea that it takes some before the idea is transformed into an action was a small revolution at that time. History of psychology Evolucionism Evolutionism was a widely held 19th century belief that organisms are intrinsically bound to develop through evolution. Darwinism is a theory of biological evolution developed by Charles Darwin (On the Origin of Species) and others, stating that all species of organisms arise and develop through the natural selection of small, inherited variations that increase the individual's ability to compete, survive, and reproduce. Specific concepts of natural selection (opposed to artificial selection which is now called selective breeding). Variation exists within all populations of organisms. This occurs partly because random mutations occur in the genome of an individual organism, and these mutations can be passed to offspring. Throughout the individuals’ lives, their genomes interact with their environments to cause variations in traits – the one which is best adopted to changing environment – survives. History of psychology Creationist Creationism is the belief that the universe and living organisms originate from specific acts of divine creation, such as in a literal reading of Genesis, rather than by natural processes such as evolution. History of psychology Funkcionalism Functional psychology or functionalism refers to a general psychological philosophy that considers mental life and behavior in terms of active adaptation to the person's environment. Functionalism arose in the U.S. in the late 19th century as an alternative to Structuralism (psychology). While functionalism never became a formal school, it built on structuralism's concern for the anatomy of the mind and led to greater concern over the functions of the mind, and later to behaviorism. William James 1842-1910 Historie psychology Strukturalism Strukturalists are interested in structure - anatomy of the mind and examines individual perceptions, experiences… Founder: Edward Titchener This movement ended with its founder: the whole is more than more summary of its parts“ Edward Tischener - 1867-1927