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