University Experiences

Visual preference psychology: Marketing opportunities

You will study the underlying cognitive processes of the mind and understand how visual characteristics interact with the decisions that consumers make. Learn about cognitive processes and how to use them to your advantage. The objective of this course is to discover the effects of visual characteristics on decision making, such as the colour of a car, the outline of a container or the environment of a waiting room. Visual features, to some extent, guide our behaviour and evoke emotions. Cognitive psychology has studied these effects in different contexts, including effects on consumers and decision makers. The course presents the current scientific literature on the subject. Additionally, through workshops experimenting with different products, participants will understand the challenges of empirical data. Participants will obtain information from the scientific literature and workshops in which they will reproduce some classic experiments to take advantage of cognitive psychology and visual science to understand the visual preference of consumers.

Sign up

Who is it aimed at

Ages from 18 and up.

Season: from April to October.

Duration: 2 weeks, 80 teaching hours.

Where: Les Alpes campus.

Main skills you develop in this experience

Critical thinking
Initiative
Social skills

The course includes

Academic programme with active methodologies: combiningmasterclasses, workshops and visits
Virtual platform
Accommodation and full board
Outdoor activities at Les Alpes and cultural visits
Student travel insurance
Transportation from Geneva to Les Alpes campus
Module inwellness and leadership in nature
All class materials, accommodation and three meals a day included in the price
Certificate from Camilo José Cela University

Sustainable Development Goals

Academic content and activities

Modulo I: What is cognitive psychology and why is it relevant to consumer psychology

The “gears” of our mind: cognitive psychology and the processes that underlie behaviour and emotions.

Sensory evaluation models.

Processes related to consumers.

Module II: The visual elements of decision making

Visual characteristics and affective processing.

User interaction: see and act.

Module III: Visual properties, sensory assessment and choices

Assessment, learning and representation.

The interaction of the senses: touch, see, hear and taste.

Module IV: Methods and challenges in visual preferences

Critical reflection on the methodology used in empirical studies on visual preferences. Design of our own experiments

Complementary activities during the voyage (included in the price)

Adventure activities.

A day on the Visual preference psychology: Marketing opportunities course

Start with breakfast with your classmates, enjoying stunning views of the French Alps
Morning session with three hours of lessons, including group work andmasterclasses with experts
Lunch with classmates, followed by an impromptu game of badminton outdoors (or other physical activity depending on the day)
Specialised workshops in the afternoon to define and learn leadership and teamwork skills
Free leisure time
Dinner