Background

Consumer psychology underpins much of our thinking about how communications activity 'works' - and whilst many pick up snippets here and there, it can be hard to gain a rigorous understanding of the principles and science involved.

A key point is that we concentrate on the applications and implications of these theories on communications activity.

Examples of Topics

Overview of Psychology
The development of key schools of thinking.

Humanistic Psychology
Broad principles and theory; applications, implications for marketing communications.

The Human Brain
The three levels of the brain; how information (including marketing communications) is processed; the importance of the 'emotional filter'; communications significance. Left and right brain, importance for marketing research and advertising.

Memory
A review of current thinking, plus debate on the significance for communications activity (and communications research).

Theories of 'Personality'
A great deal of effort concerns issues of brand personality - and it can be useful to approach this from the more rigorous stance of Jung's views on the components of personality - itself the basis of widely used models personality assessment and personality tests, notably Myers Briggs.

Theories of Motivation and Attitude Formation
Another vital topic for effective communications activity - various models and theories provide profoundly important, often counter-instinctive, insights into issues that are at the heart of effective communications.

Lifestage (and psychological 'tasks' at each stage)
An under-explored area that can provide shortcuts to understanding target audiences at a deeper and more profound level.

Contact Mike Imms - email us or telephone 01243 814777.

See also: Schools of Thinking