After completing this module, students possess in-depth knowledge in the field of advertising and media psychology and are able to critically reflect its practical implications with a focus on consumer behavior. Successful participants are able to design and evaluate advertising content, format and structure. They are familiar with models and theories of attitudes and attitude change through advertising. They can differentiate and use these models in applied settings. In addition, they can understand the role of behavioral economics as an important part of market psychology. Students are able to use a broad repertoire of consumer related methods, instruments and concepts independently. They can critically reflect the various methods and evaluate their advantages and disadvantages according to quality criteria and legal regulations. They are able to conduct and evaluate own (applied research) projects on consumer behavior.