MANIPULATION OF CONSUMER BEHAVIOUR - MODULE 1

The training programme includes the following topics:
- What makes an advertisement SUCCESSFUL, EFFICIENT AND EFFECTIVE?
- How and when does a successful advertisement work?
- How are ad effects increased?
- What triggers the desired and undesired consumer reactions?
- How is the consumer’s attention and loyalty directed?
- Why does advertisement rarely achieve the expected effects on consumer market behaviour and loyalty?
- What are the hidden psychic mechanisms forming the unnoticeable advertising influence on the opinion, decisions and actions of HIS EXCELLENCY, THE COSTUMER?

Specific objectives
- Enhancing professional effectiveness via broadening the existing knowledge and practical skills in the field of the applied psychology and consumer behaviour advertising effects
- Practising individual and group analysis techniques for influencing consumer decisions by employing group dynamic learning methods, plot role-plays and video applied decisions analysis of micro projects
- Exercising practical skills in psychological design of advertising decisions, procedural image consulting, social marketing and political public relations


Day 1

09.30 – 10.00
•Introduction
•Programme objectives and contents
•Presentation and expectation of participants
•Introductory exercises

10.00 – 11.00
•Psychology of advertising effects
•Myths, tasks, mechanisms and interim variables of the aftermarket
•The psychic self-organisation of consumer behaviour and advertising

11.00 – 11.30 Coffee break

11.30 – 1.00
•Advertising psychology and the concepts of consumer behavioural system construction
•Discovering the area beyond communication in the advertising process

1.00 – 2.00 Lunch break

2.00 – 3.30
•Advertising threshold influences and popular conformism
•Consumption archetypes
•Discovering the area beyond the pleasure principle
•Discovering the area beyond the consumer decision-making cognitive models

3.30 – 4.00 Coffee break

4.00 – 5.30
•Psychodynamic modelling of the direct and indirect message systems
•Constructing consumption behavioural models
•Individual consumer development studies

5.30 – 6.00 Interim training evaluation and assignments

Day 2

09.00 – 11.00
•Identification of the conscious and subconscious consumer markers and self-fulfilling identity prophesies
•Working with unnoticeable symbols, unconscious impulses, fetishes and projections
•Transformation and inclination stabilisation

11.00 – 11.30 Coffee break

11.30 – 1.00
•Virtual experiment to learn the social effects of substituting experiences through ownership of frequently advertised products and services
•Group management and occasional spontaneity
•Randomness, ambiguous messages and rumours in advertising
•Advertising and public opinion manipulation

1.00 – 2.00 Lunch break

2.00 – 3.30
•Suggestion, transfer and temptation through appeals, slogans, reminders and rewards
•Consumer segments and personal approaches
•Filtering and modelling consumer ideas and experiences
•Events formatting modes
•Emotional adjustment theory

3.30 – 4.00 Coffee break

4.00 – 5.30
•Rituals, taboos and protective functions in advertising transactions
•Compensation and overcompensation of consumption insufficiency
•Individual style and subculture modification

5.30 – 6.00
•Course evaluation
•Course project presentations