96468 - Communication Psychology

Learning outcomes

At the end of the course, students will have acquired psychological knowledge useful for understanding communicative behavior.
In particular, they will be familiar with the main concepts and principles related to communicative competence, both verbal and nonverbal, and will be able to understand some of the cognitive, emotional, and decision-making mechanisms underlying consumer behavior and the use of products and services in general, with a specific focus on the food sector.

Course contents

Module 1: Introduction to the Psychology of Communication

• Key concepts and definitions of communication
• Components and structure of language
• Nonverbal communication
•  Persuasive communication

Module 2: Psychology of Communication and Neuromarketing

•  Introduction to neuromarketing
• Measurement systems in neuromarketing (e.g., EEG, eye-tracking, GSR)
• The role of perception in communication and consumer experience
• Emotional processes and their role in persuasion
•  Rationality, unconscious influences, and decision-making mechanisms

Readings/Bibliography

• Introduzione alla psicologia della comunicazione, a cura di Lotto e Rumiati, Ed. il Mulino (2013).
  
  
• Neurofood, il neuromarketing applicato al mondo dell'enogastronomia, Marco Baldocchi (2022).
  
  
• Lecture slides and in-class materials.
  
  
•  Selected scientific articles provided by the instructor during the course.

Teaching methods

Lectures will be delivered in a traditional classroom format with the support of PowerPoint presentations, which will summarize and clarify the main concepts of Communication Psychology and Neuromarketing. Theoretical explanations will be complemented by practical examples, visual materials, and selected videos (e.g., from YouTube), to enhance understanding and engage students.

The course will cover topics such as:

• the basic principles of communication,

• the components of language,

• nonverbal communication,

• persuasive communication in media and advertising,

• and the fundamentals of neuromarketing, with a special focus on the food and gastronomy sector.

Significant attention will be given to the presentation and discussion of neuroscientific techniques (e.g., eye-tracking, GSR, EEG) used to study communication and decision-making in persuasive contexts. Students will explore the cognitive and emotional mechanisms that shape perception, attention, and consumer choices, with insights into bounded rationality and the role of unconscious processes.

Active participation will be encouraged through questions, guided discussions, and short exercises that apply theoretical concepts to real-world examples, including actual advertising campaigns.

Assessment methods

Final Assessment

The final exam will consist of a multiple-choice test covering the topics discussed during the lectures.

The exam will include 21 multiple-choice questions and 2 open-ended questions, to be completed within 90 minutes.

Scoring criteria:
+1 point will be awarded for each correct answer;
0 points will be given for incorrect or unanswered questions.
The open-ended questions will be graded up to 5 points each.

Evaluation criteria:
The exam will be assessed based on the following:

• Knowledge of the course content (theories, concepts, and key authors);

• Ability to apply the acquired knowledge to real-world contexts and examples (e.g., from neuromarketing or persuasive communication);

• Critical thinking skills and ability to logically and coherently connect different topics;

• Correct use of language and appropriate technical terminology in the field;

• In-depth exploration of one or more topics, when indicated by the instructor (e.g., scientific articles provided during the course).

Students with learning disorders and\or temporary or permanent disabilities: please, contact the office responsible (https://site.unibo.it/studenti-con-disabilita-e-dsa/en/for-students ) as soon as possible so that they can propose acceptable adjustments. The request for adaptation must be submitted in advance (15 days before the exam date) to the lecturer, who will assess the appropriateness of the adjustments, taking into account the teaching objectives.

Teaching tools

Recommended Textbooks

1. Introduction to the Psychology of Communication, edited by Lotto and Rumiati, Il Mulino, 2013.

2. Neurofood. Neuromarketing Applied to the World of Food and Wine, Marco Baldocchi.

Supplementary Materials

• Lecture slides

• Selected scientific articles

• Supplementary videos (e.g., from YouTube)

Office hours

See the website of Andrea Pavan