ZURn6617 Consumer Psychology and Advertising

Faculty of Social Studies
Autumn 2023
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Iveta Jansová, Ph.D. (lecturer)
Kenneth C. Yang, Ph. D (lecturer)
Guaranteed by
Mgr. Iveta Jansová, Ph.D.
Department of Media Studies and Journalism – Faculty of Social Studies
Contact Person: Mgr. Boris Rafailov, Ph.D.
Supplier department: Department of Media Studies and Journalism – Faculty of Social Studies
Timetable
Fri 22. 9. 10:00–11:40 AVC, Fri 29. 9. 10:00–11:40 AVC, Fri 6. 10. 10:00–11:40 AVC, Fri 13. 10. 10:00–11:40 AVC, Fri 20. 10. 10:00–11:40 AVC, Fri 27. 10. 10:00–11:40 AVC, Fri 3. 11. 10:00–11:40 AVC, Fri 10. 11. 10:00–11:40 AVC, Fri 24. 11. 10:00–11:40 U43, Fri 1. 12. 10:00–11:40 AVC, Fri 8. 12. 10:00–11:40 AVC, Fri 15. 12. 10:00–11:40 AVC
  • Timetable of Seminar Groups:
ZURn6617/483598: No timetable has been entered into IS.
ZURn6617/495272: No timetable has been entered into IS.
ZURn6617/497016: No timetable has been entered into IS.
ZURn6617/545759: No timetable has been entered into IS.
ZURn6617/553266: No timetable has been entered into IS.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
OBJECTIVES AND GOALS OF THIS COURSE: This graduate seminar course is designed to help you understand the factors affecting how consumers (the core determinant of any successful advertising communication campaign) make their decisions. We are specifically interested in examining how advertising communications activities influence consumer behaviors. The course discusses the dynamics between communications and consumer-decision making process. You will be exposed to consumer behavior theories and concepts important to the success of any advertising communications campaign. All advertising/marketing communications activities are intended to manipulate consumer behaviors at cognitive, affective, or behavioral levels. Furthermore, consumer insights have become critical in planning increasingly data-driven campaigns. This course is designed to offer you theoretical foundations to understand and interpret these behavioral insights. Class discussions, assignments, and written/oral presentation projects will center on the applications of consumer behavior theories and insights to plan advertising communication campaigns.
Learning outcomes
It is expected that you will come out of this course with an understanding of the following:
•The psychology of how consumers think, feel, reason, and process different marketing communication messages;
•The psychology of how the consumer is influenced by their external environment;
•The behavior of consumers is influenced by marketing communication messages when making decisions;
•Limitations in consumer knowledge or information processing abilities influence decisions and campaign effectiveness;
•How marketing communication messages interact with consumer motivation and decision strategies;
•How marketing communication professionals can adapt and improve their campaigns and strategies to reach the more effective consumer;
•Skills to convert consumer insights into infographics to make better strategic decisions in an advertising and marketing communication campaign;
•Research skills to conduct primary research to collect data to generate useful consumer insights; and
•Preparation for careers in the marketing communications industry as consumer behavior theories and insights help plan effective campaigns.
Syllabus
  • 1. Course Intro
  • 2. The Predictive Role of Consumer
  • 3. The Role of Groupe and Peer Influence in Influencing Consumer Behaviors
  • 4. Shaping Consumers` Perceptions and Memory in Determining Consumer Dšcision-Making Proess
  • 5. Motivation, personality, and Emotion
  • 6. Explain Consumer Behaviors through Self-Concept and Lifestyle Insights
  • 7. Open-Book/Note Mid-term Exam 1 (100 Points)
  • 8. Problem Recognition
  • 9. Information Search
  • 10. Alternative Evaluation and Selection
  • 11. Post-Purchase Processes and Consumer Satisfaction
  • 12. Course Sum-Up
  • 13. Oral presentation of your consumer behavior project (100 points)
Literature
  • • Mothersbaugh, D., Hawkins, D., & Kleiser, S.B. (2020). Consumer behavior: Building marketing strategy (14th ed.). Boston: McGraw-Hill [ISBN: 978-1260-1000-44] [Abbrev. Mothersbaugh et al.] [https://www.mheducation.com/highered/product/consumer-behavior
Teaching methods
Lectures, class discussion, reading
Assessment methods
OUTCOME ASSESSMENT/GRADING: 1. One Open-Book/-Note Mid-term Exam (100 points): Exam schedules are confirmed and are not subject to change. Mid-term Exam will be available from 12:01 am, November 3, 2023, until 11:59 pm, November 7, 2023. The Exam will test your understanding of consumer behavior theories, concepts, terms, and campaign examples that we go over in this course. Exams are not accumulative in terms of what will be tested. There will be NO make-up exam. 2. Group Assignments (500 points) (Abbrev. AS): A group of 5 persons will be formed to complete a total of 10 assignments (50 points each) that will be given throughout the semester to help you become more familiar with the theoretical concepts. These assignments help you apply what you have learned each week to understand how a campaign is planned and to think like an advertising professional to apply consumer insights into campaign planning and implementation. 3. Group Consumer Behavior Research Project and Presentation (400 points): A group of 5 persons will be formed to produce a 10-page short research proposal (300 points) that has the following components: 1) Consumer Behavior Phenomenon in the Context of Advertising that you/your group wants to study (1 page); 2) Research Topic/Title and Justifications (1 page); 3) Research Purpose Statement to guide your research (1/2 page); 4) Theoretical Foundation and Model (3 pages); 5) Research Questions and Hypotheses (1/2 page); 6) Research Method, Procedures, and Instrument Draft (3 pages); 7) A List of References (formatted in either APA. It is recommended that you use RefWorks or Endnotes [30-day free trial: http://endnote.com/downloads/30-day-trial ]) (1 page. ten references minimum for this project. Your group project is due at 11:59 pm on December 15, 2023. Please name your "Group# Project" file submitted via 252201@mail.muni.cz with a subject line as "Group# Project". All assignments are due on the dates specified. No late submissions are allowed. An oral presentation will be scheduled to share your research proposal (100 pts). TOTAL POINTS=1000 POINTS 4. Extra Point Opportunities (50 points) 4-1. Live-Streaming Project Participation [10 points]: Please email your completion screenshots to 252201@mail.muni.cz or upload these via the University system (Due before October 6, 2023). 4-2. ACUE Teaching Assessment Project Participation [40 points]: Please email your completion screenshots to 252201@mail.muni.cz or upload these via the University system (Due before December 15, 2023). Grade A 900 points and above Grade B 800—899 points Grade C 700—799 points Grade D 600—699 points Grade F Under 599 points
Language of instruction
English
Further Comments
Study Materials
The course is taught only once.
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