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| Detailed information |
| Original study plan |
Bachelor's programme Economics and Business 2025W |
| Learning Outcomes |
Competences |
| Students acquire a critical understanding of fundamental psychological concepts, theories, and models in advertising and consumer psychology. They explain these theories and concepts in various advertising and consumer contexts and apply them to analyze consumer decisions and evaluate the effectiveness of advertising measures. Students develop practical solutions to optimize advertising strategies and take responsibility for their design, considering relevant ethical and scientific principles.
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| Skills |
Knowledge |
- Explain and illustrate basic psychological concepts and theories of advertising and consumer psychology with examples (K2).
- Interpret (K2) and analyze (K3) consumer decisions and behaviors by applying psychological theories.
- Utilize psychological theories to examine the effectiveness of advertising measures in familiar scenarios (K3).
- Critically reflect on (K4) and evaluate (K5) advertising measures and their effects based on psychological principles.
- Explain (K2) research designs and findings in advertising and consumer psychology and apply them to develop evidence-based strategies (K3).
- Compare (K2, K4) different psychological approaches to designing advertising messages and explain (K3) their relevance to specific problems.
- Design effective advertising strategies considering advertising and consumer psychological principles (K3).
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- Cognitive psychological concepts and theories in advertising psychology: perception, attention, learning, memory, decision-making.
- Emotional and motivational psychological concepts and theories of consumer behavior.
- Social psychological concepts and theories of consumer behavior: self-concept, social influence processes, consistency/dissonance, reactance, attitudes.
- Differential psychological aspects of consumer behavior.
- Pathological consumption behavior.
- Modern advertising forms and digital advertising techniques (e.g., social media, influencer marketing).
- Fundamentals of psychological research methods, including statistical procedures, and their application to advertising and consumer psychology questions.
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| Criteria for evaluation |
Final exam and evaluation of course exercises.
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| Methods |
Oral presentations given by the course instructor, ongoing exercises, and self-study.
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| Language |
German |
| Study material |
Will be announced at the beginning of the course.
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| Changing subject? |
No |
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