SOCIO-PSYCHOLOGICAL FACTORS OF INFLUENCE OF ADVERTISING ON CONSUMERS

Abstract

The article is devoted to the theoretical analysis of socio-psychological factors of advertising influence on consumers. The authors analyzed the degree of development of the problem, investigated the development of advertising influence on consumers in the historical aspect, clarified modern methods and techniques of psychological influence of advertising on consumers, found out the socio-psychological features of consumers. The methodological basis of the scientific work is made up of general scientific and special methods of cognition: methods of comparison and generalization, grouping and systematization, analysis and synthesis, etc. It is shown that the key trends in the study of the psychological influence of advertising are the emphasis on the emotional-value nature of the influence of advertising messages; the study of verbal suggestion as a tool for manipulating consciousness; the analysis of advertising as a factor of socialization and the formation of norms of behavior. The main theoretical and methodological approaches that complement and reveal various aspects of the phenomenon of advertising as a socio-psychological phenomenon are analyzed. In particular, the communicativefunctional approach, the psychological approach, the cognitive approach, the suggestive approach. It is concluded that the integration of these approaches forms a multidimensional theoretical platform for the study of advertising as a complex psychological phenomenon that affects the cognitive, emotional, motivational and behavioral aspects of the individual in the context of sociocultural reality. Based on a systematic generalization of the theoretical approaches of modern scientists, key stages of the evolution of advertising in the context of socio-psychological and communicative transformations are identified. The analysis of the formation of advertising through the prism of socio-psychological paradigms gives grounds to consider it not only as a component of the consumption economy, but as a powerful socio-psychological phenomenon that forms semantic structures, affects the consciousness and subconsciousness of the individual, and therefore determines his behavioral models and social behavior as a whole. It is substantiated that the socio-psychological characteristics of consumers are a multi-component system that determines not only individual models of consumer behavior, but also the nature of the interaction of the individual with the information and communicative environment within the market. Practical research confirms that the consumer is an active subject whose behavior is shaped not only by needs or preferences, but also by social expectations, group norms, cultural guidelines, and individual identity.