ADV319 Psychology of Advertising

Course Overview and Objectives:

This is an introductory course about the psychology of persuasion and consumer behavior as they relate to marketing and advertising. Psychological concepts will be covered such as: perception, learning, memory, motivation, values, personality, attitudes, etc. Consumer behavior-related concepts will also be discussed such as: lifestyle, decision making, opinion leadership, income, social class, etc.

The goal is to provide students with a sound understanding of how advertising may impact consumers on a psychological level. This course has three main objectives. Using a psychological frame of reference, we will spend the semester exploring:

  1. The individual-level factors that influence consumer decision-making and behaviors
  2. The dynamics of individual consumer behavior when situated in small groups
  3. The larger social and cultural backdrop against which all consumer behavior is carried out

Click here to download syllabus.

Sample Assignments:

Personal Consumption Journal:

  1. Part 1: handout_journal
  2. Part 2: handout_journal.2
  3. Part 3: handout_top 10 list
  4. Part 4: handout_ad analysis

Short essays:

  1. Four short essay questions: handout