|Semester 1 Credit Value:||20|
[a] to provide an appreciation of applied psychology in the consumer context
[b] to provide the basis for further study and development of understanding of specific areas of applied consumer psychology.
[c] to develop analytical skills
Introduction to consumer psychology and its methods of research
Learning, memory and information processing of advertisements
Perception: price perception, social perception; perception of advertising; perception of consumer risk
Communications, persuasion and impression management
Attitude theories and measurement, attribution theory and cognitive dissonance
Personality theories and psychographic profiling of consumers
Motivation and emotion in advertising
Groups and group influences, including virtual groups
Cultural and cross cultural issues in advertising; consumerism
Special topics including: humour in advertising, junk food, internet advertising and shopping, consumer retaliation.
|Scheduled Learning And Teaching Activities||Lecture||30||1:00||30:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||40:00||40:00||N/A|
|Guided Independent Study||Directed research and reading||1||55:00||55:00||N/A|
|Guided Independent Study||Skills practice||1||8:00||8:00||Particularly advertisement analysis|
|Scheduled Learning And Teaching Activities||Small group teaching||5||1:00||5:00||Discussions of special topics|
|Guided Independent Study||Independent study||1||62:00||62:00||N/A|
The teaching is directed towards testing understanding as well as knowledge, by addressing a series of core knowledge inputs but then applying them to topical issues in consumer psychology. The process is intended to be interactive so that students in groups identify the most critical knowledge and information relevant to the issue and present them during class hours.
The format of resits will be determined by the Board of Examiners
|Written Examination||120||1||A||80||Unseen. One essay question and one advertisement analysis|
The essay section of the examination is used to assess knowledge, independent learning and understanding of material; and the ability to integrate this material, to communicate it clearly, and to demonstrate critical thinking and an original approach. The advertisement analysis is to assess the ability to apply material learned to real case issues.
The essay assignment is to allow students to present a prepared and planned answer in a longer format that deals with an applied issue; this enables them to develop an argument and to evaluate findings and suggest implications in a more comprehensive way than in answering an examination question.
Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.