Feb 21, 2024
PSY 240 - Psychology of Advertising
Emphasizes the psychological dimensions of advertising as a basis for attracting and retaining consumer awareness of products, companies, and services. Theories of communication, motivation, personality, attitude formation, perception and learning that pertain to the diffusion of media advertising messages are examined and analyzed using television, radio, print, and Internet media.
Prerequisite: PSY 110 General Psychology or permission of instructor
3 Class Hours
Learning Outcomes of the Course:
Upon successful completion of this course the student will be able to:
- Demonstrate an understanding of the historical foundations of the psychology of advertising.
- Demonstrate an understanding of the ethical issues surrounding advertising strategies currently in use.
- Describe and analyze theories of motivation, perception and personality as each pertains to specific advertising campaigns.
- Describe the rationale for market segmentation strategies through the analysis of consumer life-style and life-cycle theories and understand the rationale for utilizing both quantitative and qualitative analyses.
- Demonstrate an understanding of theories of communication, such as encoding and decoding advertising messages.
- Identify and explain examples of both classical and operant conditioning techniques utilized in advertising campaigns to affect consumer behavior.
- Assess the importance of the diffusion of innovation in advertising and the psychological components of each market segment.
- Demonstrate how advertising can be used to shape an individual’s perceptions of advertising messages.