The following document contains detailed notes on the first semester of PSY1117 - Real World Psychology, with additional reading notes. It covers all 12 topics in detail including: Neuromarketing, Positive Dyslexia, Eye-movement, Theory of Mind, Visual Perception in Autistic Children, Eye-witness ...
PSY1117 – Real World Psychology
Contents
PSY1117 – Real World Psychology ............................................................................................................. 1
Week 1 – Neuromarketing ..................................................................................................................... 3
What is Neuromarketing? ................................................................................................................... 3
Traditional Marketing Research ......................................................................................................... 3
Four Principles of Neuromarketing ..................................................................................................... 3
Techniques used ................................................................................................................................. 4
Positives of Neuromarketing ............................................................................................................... 4
Negatives of Neuromarketing ............................................................................................................ 4
Ethics of Neuromarketing ................................................................................................................... 4
Examples of Neuromarketing ............................................................................................................. 5
Week 2 – Positive Dyslexia ...................................................................................................................... 6
Focus on Dyslexia as a Disability ........................................................................................................ 6
The Main Theory .................................................................................................................................. 6
Dyslexia: The Key Conundrum............................................................................................................ 6
How do adults learn? – Malcolm Knowles (Andragogy) ................................................................. 7
Positive Psychology ............................................................................................................................ 7
Dyslexia “Strengths Decathlon” ......................................................................................................... 8
Week 3 – Eye-Tracking............................................................................................................................ 9
Why is eye movement important....................................................................................................... 9
What is eye-tracking ........................................................................................................................... 9
How do eye movements change with expertise? ........................................................................... 9
Technological development ........................................................................................................... 10
Week 4 - Social cognition and severe mental health problems ...................................................... 11
Theory of mind ................................................................................................................................... 11
Week 5 - Seeing the world differently; autistic children .................................................................... 13
Autistic Perception ............................................................................................................................ 13
Bayesian / Predictive Coding .......................................................................................................... 13
Study on Interval Reproduction ....................................................................................................... 13
Discussion ........................................................................................................................................... 13
Week 6 – Eye Witness Testimony .......................................................................................................... 14
Mistaken Identifications .................................................................................................................... 14
Factors that affect EWT..................................................................................................................... 14
Children as EWT ................................................................................................................................. 14
Overview of Line-up Identification Procedures .............................................................................. 15
Week 7 – Using technology to examine the effect of context on alcohol consumption and
related cognitions................................................................................................................................. 16
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, Functional Contextualism Approach (Biglan, 2001; Hayes, 2004) ................................................ 16
Alcohol Research .............................................................................................................................. 16
Week 8 – Are smartphones destroying our generation ..................................................................... 17
Cyber-psychology............................................................................................................................. 17
Observations of screen-time effecs ................................................................................................. 17
Internet Addictions ............................................................................................................................ 17
Displacement Hypothesis ................................................................................................................. 18
Stimulation Hypothesis ...................................................................................................................... 18
Summary ............................................................................................................................................ 18
Week 9 – Group Processes and Violence during night time ............................................................. 19
Theories Mentioned........................................................................................................................... 19
Cultural Differences in regulation .................................................................................................... 19
Key Message of Research ................................................................................................................ 19
Evaluating CCTV data ...................................................................................................................... 19
Separating violence from non-violence ......................................................................................... 19
Week 10 – Neurasthenics ..................................................................................................................... 20
Empirical Aesthetics .......................................................................................................................... 20
Psychobiological theory ................................................................................................................... 20
What is Neuroaesthetics? ................................................................................................................. 20
Role of Memory ................................................................................................................................. 20
Eye- Tracking ..................................................................................................................................... 21
EEG ..................................................................................................................................................... 21
What is Beauty? ................................................................................................................................. 21
Summary ............................................................................................................................................ 22
Week 11 – How moving in together brings us together ..................................................................... 23
Synchrony .......................................................................................................................................... 23
Conclusions........................................................................................................................................ 23
Week 12 – Cognitive Assessment ........................................................................................................ 24
Acquired Brain Injuries ...................................................................................................................... 24
Testing ................................................................................................................................................ 24
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, Week 1 – Neuromarketing
What is Neuromarketing?
Neuromarketing is a field of study using neuroscience technology, such as functional
magnetic resonance imaging (fMRI) and further techniques, to observe how
individual’s brains respond to advertising and other brand-related communications
In other words, it is a term broadly used to describe the application of tools
tasks/tests derived from the fields of cognitive psychology and neuroscience to
measure biological (as opposed to psychological) reactions to (marketing) stimuli
Traditional Marketing Research
Traditional research is prone to cofounding effects. Focus Groups which are prone to
moderator bias and group dynamics. Observation of research may lead to
behaviour change, and subjective interpretation of behaviour. Surveys, prone to
leading questions, inaccurate answers, selective responses, and sensitivity!
Four Principles of Neuromarketing
The Psychology of Habit
•The logic of creating a habit is very simple – it’s all about repetition. It
is said that if you want to make yourself prominent on any channel,
let people crave your presence by becoming their habit intentionally
or unintentionally. The same applies to your business also which is why
gamification and subscription services have been all the rage lately
Understands the Emotions
•The principal objective of neuromarketing is to understand the
emotions of people using different techniques as it gets an idea
about the way people think about a particular subject. It is a great
way to change your marketing campaigns or ads in a way that
consumers are going to react the most
Social Proof
•A person is more likely to do something if those around him/her do
so. In consumer behavior, if several people buy a particular product
or service, it works as “social proof” and more people will follow that
certain behavior, hence increasing demand for that product or
service
Scarcity
•If a particular product or service feels like it is scarce or in short
supply, people will be more likely to buy it. The the fear of missing out
or losing something can be stronger than the desire to gain
something.
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