MANIPULATION OF CONSUMER BEHAVIOUR - MODULE 2

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 – 11.00
•Introduction
•Programme content and objectives
•Presenting individual aims and goals

11.00 – 11.30 Coffee break

11.30 – 1.00
•Constant tracking and consumers
•Effects of consumer monitoring
•Repetition and consumer habits

1.00 – 2.00 Lunch break

2.00 – 3.30
•Applying psycho technologies – depth and frequency: consumer self-awareness
•Dealing with the consumer resistance
•Multidimensional consumer motivation models
•Fifty-five standard psychological interventions: reaching a balance, reciprocity, choice, intimacy and closeness, imitation and differentiation, hidden intentions, retention and availability

3.30 – 4.00 Coffee break

4.00 – 5.30
•Micro techniques for systematic acceptance of new ideas, products and services – free floating attendance, confrontation and supported insight
•Consumer reactions contextualisation and ecology
•Advertising self-fulfilling prophesy
•Thirty classical advertising micromanipulation scenarios - Franklin’s principle, Schumacher’s principle, and Al Capone’s principle

5.30 – 6.00
Individual training progress evaluation and consultation

Day 2
09.30 – 11.00
•Encouragement techniques, contrast expressiveness, affect control and extreme self-assertion
•Psychological effectiveness of textual influences
•Colour and emotional management of unconscious associations
•Forming psychosocial contact situations: aggression, adequacy, consensual reciprocity, creating intimate reality and social mimicry

11.00 – 11.30 Coffee break

11.30 – 1.00
•Experiencing acquisition, ownership and use - managing affective and mental presale models
•Consumer transference and counter-transference inclinations
•Interpreting consumer neurosis, consumer dreams, goals and behaviour
•Substituting Egos - working with consumer idols

1.00 – 2.00 Lunch break

2.00 – 3.30
•Consumers and the hypothetic disappearance of advertising
•Consumer attention span, memory stability, fixation complexes, consumer purchase decision-making, and advertising stereotypes
•Group psychology and social facilitation
•Mass market super ego

3.30 – 4.00 Coffee break

4.00 – 5.30
•Symbolising sensory pleasure and pleasure management – benefits from entertaining pose and showbiz attitudes
•Micromanipulations - provocation, pro-activity, presentation of constancy, psychologisation, superiority, individualisation and being down-to-earth

5.30 – 6.00
Progress appraisal and individual consultations

Day 3
09.30 – 11.00
•15-second satisfaction and consumer sexploitation
•Attention and imagination management

11.00 – 11.30 Coffee break

11.30 – 1.00
•”The seasons of a Man’s Life” and the same old story
•Consumer reactions and stereotypes - sexism, gender identification and familiarity

1.00 – 2.00 Lunch break

2.00 – 3.30
•Consumer group motivation and in-group favouritism
•Social feeling and ecological awareness
•Exploring consumer loyalty, confidence and consumer fanaticism
•Consumer law practitioners

3.30 – 4.00 Coffee break

4.00 – 5.30
•Mind ‘Buy-o-logy’ and identifying loyal consumers
•Replacing advertising working principles

5.30 – 6.00 Training evaluation