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Михаил Ефимович Николаев
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Learning outcomes + lecture topics
After successful completion of the course, the students...
define and describe important conceptualisations of communication research. (Remember / Understand)
LO1: Communication definitions, info economics basics (Lecture 1 intro; Lecture 6 definition/aspects).
1) Introduction — Information and decision — Saturated food markets — Naive eating — Information overload — Communications and economics. How to reduce complexity?
2) Communication in the Marketing Mix — Marketing strategy — Big 4 — Extra 3 — Effective communication in marketing — Role of communication in each component, what each component communicate
5) Theory & Research — Defining theory — Features of theories — Theory and experience — Approaches to knowing — The research process
6) Communication Theory — Definition of communication — Aspects of communication - factual information, self-revealing, relationship-layer, appeal — Models of communication — Seven Traditions in the Communication Field — Seven Contexts in the Communication Field
are able to identify and distinguish different models of communication and to give examples. (Understand / Analyze)
LO2: Linear/interactional/transactional models; Seven traditions/contexts; hierarchy-of-effects models.
5) Theory & Research — Defining theory — Features of theories — Theory and experience — Approaches to knowing — The research process
6) Communication Theory — Definition of communication — Aspects of communication - factual information, self-revealing, relationship-layer, appeal — Models of communication — Seven Traditions in the Communication Field — Seven Contexts in the Communication Field
7) Cognitive Dissonance Theory — Principles/elements of Consistence Theory — Process of Cognitive Dissonance — Assumptions of Cognitive Dissonance Theory — Concepts and Processes — Cognitive Dissonance Theory and Persuasion — Integration and Critique
8) Narrative Paradigm — Definition. Narrative Paradigm at a glance — Assumptions of Narrative Paradigm — Kep Concepts — Integration and Critique — Examples — Narrative Paradigm and Cognitive Dissonance Theory
9) Models dealing with effectives of communication — Hierarchy of effects models - AIDA, AIDAS, AIDCA, ACCA, AIETA, ACALTA — The foot-cone-belding grid — Criticism of hierarchy of effects models — Attitude formation and change — Components of attitudes — Elaboration likelihood model — Motivation Ability Opportunity — Communications models by elaboration likelihood and attitude formation classification — Expectancy-Value Model, Theory of reasoned action/the theory of planned behavior, Self-generated persuasion, Heuristic evaluation, Feelings as information model, Ad transfer, Feelings transfer, Emotional conditioning, Meere exposure effect, Post-experience model, Perception-Experience-Memory Model, Reenforcement model and Routinized response model
are able to explain different approaches and theories related to (mass) media research. (Understand / Analyze)
LO3: Uses & Gratifications, Agenda-Setting, Cultivation, Spiral of Silence, etc.
12) Intrusivness of Nudges — Ethics — Behavioural Economy → Nudges, Intrusiveness — Ethicality of Nudges
7) Cognitive Dissonance Theory — Principles/elements of Consistence Theory — Process of Cognitive Dissonance — Assumptions of Cognitive Dissonance Theory — Concepts and Processes — Cognitive Dissonance Theory and Persuasion — Integration and Critique
8) Narrative Paradigm — Definition. Narrative Paradigm at a glance — Assumptions of Narrative Paradigm — Kep Concepts — Integration and Critique — Examples — Narrative Paradigm and Cognitive Dissonance Theory
9) Models dealing with effectives of communication — Hierarchy of effects models - AIDA, AIDAS, AIDCA, ACCA, AIETA, ACALTA — The foot-cone-belding grid — Criticism of hierarchy of effects models — Attitude formation and change — Components of attitudes — Elaboration likelihood model — Motivation Ability Opportunity — Communications models by elaboration likelihood and attitude formation classification — Expectancy-Value Model, Theory of reasoned action/the theory of planned behavior, Self-generated persuasion, Heuristic evaluation, Feelings as information model, Ad transfer, Feelings transfer, Emotional conditioning, Meere exposure effect, Post-experience model, Perception-Experience-Memory Model, Reenforcement model and Routinized response model
10) Advertising Research — Strategic advertising planning and advertising research — Pre-test — Post-test — Campaign evaluation research
13) Social Cognition
can identify different marketing and advertising strategies in the food sector and are able to give examples. (Understand / Apply)
LO4: Marketing mix communication roles, FCB grid, hierarchy-of-effects, nudges, labelling strategies.
2) Communication in the Marketing Mix — Marketing strategy — Big 4 — Extra 3 — Effective communication in marketing — Role of communication in each component, what each component communicate
3) Information Policy — Definition of information policy — Main components - Privacy&Security, Access&Transparency, Intellectual Property Rights, Compliance and Legal framework, Ethical considerations, Data governance — Consumer's protection policy — What does it mean for us? Our rights — Implications for communication in the Food Sector — Consumer Autonomy&Sovereignty, Challenges&Opportunities, The Role of Stakeholders — Supermarket policies
4) Legal framework for Communication in the Food Sector — Corporate Sustainability reporting directive, in the food sector — Nutrition and Health claims regulation — Food Law, Definitions of Claims, Types of Claims, Specifics, Consumer behavior — Food information regulation — Introduction to Supermarket Claims
11) Food Labelling — Attitude behavior gap — What is a label? — Labeling schemes — Information economics — Cue utilization/singaling — Perceived quality. Food quality — Label compulsoriness, Label explicitness, Label Standartization — Nutritional labeling — EU Food Quality Schemes — Labeling as a tool to dicrease information assymetry
10) Advertising Research — Strategic advertising planning and advertising research — Pre-test — Post-test — Campaign evaluation research
8) Narrative Paradigm — Definition. Narrative Paradigm at a glance — Assumptions of Narrative Paradigm — Kep Concepts — Integration and Critique — Examples — Narrative Paradigm and Cognitive Dissonance Theory
12) Intrusivness of Nudges — Ethics — Behavioural Economy → Nudges, Intrusiveness — Ethicality of Nudges
are able to apply conceptual knowledge of communication and perception theories and relate them to marketing issues in the agri-food sector and to nutrition education policies. (Apply / Analyze / Evaluate)
LO5: Apply CDT, Narrative Paradigm, ELM/MAO, Expectancy-Value/TPB to food marketing & policy cases (claims, labels, nudges).
2) Communication in the Marketing Mix — Marketing strategy — Big 4 — Extra 3 — Effective communication in marketing — Role of communication in each component, what each component communicate
3) Information Policy — Definition of information policy — Main components - Privacy&Security, Access&Transparency, Intellectual Property Rights, Compliance and Legal framework, Ethical considerations, Data governance — Consumer's protection policy — What does it mean for us? Our rights — Implications for communication in the Food Sector — Consumer Autonomy&Sovereignty, Challenges&Opportunities, The Role of Stakeholders — Supermarket policies
4) Legal framework for Communication in the Food Sector — Corporate Sustainability reporting directive, in the food sector — Nutrition and Health claims regulation — Food Law, Definitions of Claims, Types of Claims, Specifics, Consumer behavior — Food information regulation — Introduction to Supermarket Claims
11) Food Labelling — Attitude behavior gap — What is a label? — Labeling schemes — Information economics — Cue utilization/singaling — Perceived quality. Food quality — Label compulsoriness, Label explicitness, Label Standartization — Nutritional labeling — EU Food Quality Schemes — Labeling as a tool to dicrease information assymetry
12) Intrusivness of Nudges — Ethics — Behavioural Economy → Nudges, Intrusiveness — Ethicality of Nudges
7) Cognitive Dissonance Theory — Principles/elements of Consistence Theory — Process of Cognitive Dissonance — Assumptions of Cognitive Dissonance Theory — Concepts and Processes — Cognitive Dissonance Theory and Persuasion — Integration and Critique
8) Narrative Paradigm — Definition. Narrative Paradigm at a glance — Assumptions of Narrative Paradigm — Kep Concepts — Integration and Critique — Examples — Narrative Paradigm and Cognitive Dissonance Theory
9) Models dealing with effectives of communication — Hierarchy of effects models - AIDA, AIDAS, AIDCA, ACCA, AIETA, ACALTA — The foot-cone-belding grid — Criticism of hierarchy of effects models — Attitude formation and change — Components of attitudes — Elaboration likelihood model — Motivation Ability Opportunity — Communications models by elaboration likelihood and attitude formation classification — Expectancy-Value Model, Theory of reasoned action/the theory of planned behavior, Self-generated persuasion, Heuristic evaluation, Feelings as information model, Ad transfer, Feelings transfer, Emotional conditioning, Meere exposure effect, Post-experience model, Perception-Experience-Memory Model, Reenforcement model and Routinized response model
10) Advertising Research — Strategic advertising planning and advertising research — Pre-test — Post-test — Campaign evaluation research
13) Social Cognition
are able to elaborate, organize and present their results. Create (synthesise & present)
LO6: Structuring answers (clarity, completeness)—explicit lecturer emphasis on specificity (common error).
12) Intrusivness of Nudges — Ethics — Behavioural Economy → Nudges, Intrusiveness — Ethicality of Nudges
5) Theory & Research — Defining theory — Features of theories — Theory and experience — Approaches to knowing — The research process
6) Communication Theory — Definition of communication — Aspects of communication - factual information, self-revealing, relationship-layer, appeal — Models of communication — Seven Traditions in the Communication Field — Seven Contexts in the Communication Field
10) Advertising Research — Strategic advertising planning and advertising research — Pre-test — Post-test — Campaign evaluation research
13) Social Cognition
⁠
You're listing a set of interconnected topics likely from a course on food communication, marketing, and policy. Here's a structured breakdown, grouping and linking the topics:
⁠

1. Communication & Marketing in the Food Sector

Communication and Marketing Mix (4 Ps) Product, Price, Place, Promotion—adapted in food for branding, targeting (e.g., organic, local), health trends.
Informational Policy Regulations on what information must/can be provided to consumers (e.g., labeling laws, health claims). Closely tied to transparency and consumer rights.
Food Labels A communication tool. Legal, ethical, and marketing functions. Includes:
Nutrition info
Ingredients
Origin
Logos (e.g., organic, fair trade)
Health/Nutrition claims
Nutrition and Health Claims Governed by legal frameworks (e.g., EU Regulation No 1924/2006). Must be:
Scientifically substantiated
Not misleading
Authorized by competent authorities
⁠

2. Legal and Ethical Context

Legal Framework Covers:
Advertising standards (truthfulness, targeting children, etc.)
Labeling regulations
Health claims approval
Consumer protection laws
Corporate Social Responsibility (CSR) & Due Diligence CSR in food: sustainability, labor practices, environmental impact. ​Due diligence: Companies must assess and mitigate risks across supply chains (e.g., EU CS3D proposal).
⁠

3. Theories Underpinning Communication

Advertisement Research Studies effectiveness, reach, perception, emotional/behavioral impact. Uses methods like surveys, A/B testing, eye tracking.
Dissonance Theory (Festinger) When consumers act against their values (e.g., eating meat despite caring about animals), they experience discomfort and may:
Rationalize (meat is natural)
Change behavior (reduce meat)
Avoid info (ignore documentaries)
Narrative Theory Stories are powerful in food marketing (e.g., farmer's story on packaging). Build identification, emotional resonance, perceived authenticity.
Social Theory Broader lens on how norms, class, identity shape food choices. E.g., Bourdieu on taste as social distinction.
⁠

4. Nudge Theory & Autonomy in Food Choice

Nudges Subtle environmental changes to influence behavior without restricting choice (e.g., putting fruit at eye level). Critique: can manipulate under guise of “choice architecture.”
Autonomy Ethical concern: Are nudges paternalistic? Must balance behavior change with respect for informed, voluntary choice.
⁠

5. Integration: How All These Interrelate

Communication in the food sector is a nexus of:
Marketing goals (selling)
Legal compliance (avoiding fines, maintaining license to operate)
Ethical imperatives (CSR, autonomy, accurate info)
Psychological and social forces (dissonance, narrative, nudges)
E.g., a food brand marketing a plant-based burger:
Must legally ensure claims (e.g., “high protein”) are accurate
May use narrative to connect with sustainability values
Could nudge via placement or default options in restaurants
Needs to consider autonomy and avoid manipulation
Should ensure communication is consistent with CSR goals
⁠
Let me know if you want a visual map, case study, or literature links.
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