Psychological features of the value sphere of personality with different levels of advertising suggestiveness
https://doi.org/10.18384/2949-5105-2024-3-6-20
Abstract
Aim. To reveal the psychological features of the value sphere of person with different levels of advertising suggestiveness.
Methodology. The study involved 150 Internet users: 65 men and 85 women aged 16 to 40. During the study the following methods were used: ascertaining experiment (method “Diagnostics of the real structure of a person’s value orientations” by S. S. Bubnova, method “Morphological test of life values” by V. F. Sopov and L. V. Karpushina, the author’s research questionnaire “Advertising suggestiveness of personality”); methods of statistical data processing (frequency analysis, the Kruskal-Wallis H-test, correlation analysis). During the study was used the application software “SPSS 22.0” and “MS Excel 2021”.
Results. It has been proved that a person prone to advertising suggestiveness is characterized by a high importance of a number of values such as “searching for and enjoying beauty”, “esteem, respect of people”, “self-prestige” and low importance of such value as “financial situation”.
Research implications. The results of the study can be used by practical psychologists in accompanying the process of media socialization of a person.
About the Author
R. I. Zekeriaev
Crimean Engineering and Pedagogical University the name of Fevzi Yakubov
Russian Federation
Russian Federation
Ruslan I. Zekeriaev – Cand. Sci. (Psychological Sciences), Assis. Prof. in the Department of Psychology
per. Uchebniy 8, Simpheropol, 295015
References
1. Androsova L. A., Kondrateva I. G. [The impact of advertising and advertising images on choice values of youth]. In: Nauka. Obshchestvo. Gosudarstvo [Science. Society. State], 2015, vol. 3, no. 1(9), pp. 180–185.
2. Artyukhov A. V., Rebysheva L. V., Savitskaya Yu. P. [Advertising influence on the value orientations system of youth]. In: Vestnik Surgutskogo gosudarstvennogo pedagogicheskogo universiteta [Bulletin of Surgut State Pedagogical University], 2020, no. 5 (68), pp. 20–28. DOI: 10.26105/SSPU.2020.68.5.003.
3. Afanasyeva U. L. [The influence of advertising on the consumer behavior of young people]. In: Izvestiya vysshih uchebnyh zavedenij. Povolzhskij region. Obshchestvennye nauki [News of higher educational institutions. Volga region. Social sciences], 2009, no. 1 (9), pp. 44–51.
4. Gopko V. V. [Paradoxes of advertising]. In: Vestnik Omskogo gosudarstvennogo pedagogicheskogo universiteta. Gumanitarnye issledovaniya [Review of Omsk State Pedagogical University. Humanitarian research], 2015, no. 2–6, pp. 11–14.
5. Dzhabrailov D. H., Beskultanova H. A. [Advertising: concept, types and methods of influencing consumers]. In: Tendencii razvitiya nauki i obrazovaniya [Trends in the development of science and education], 2021, no. 80–1, pp. 61–63. DOI: 10.18411/trnio-12-2021-16.
6. Zekeryaev R. I. Reklamnaya suggestivnost' lichnosti v sovremennom mediaprostranstve [Advertising suggestibility of personality in the modern media space]. Simferopol', IP Hoteeva L. V. Publ., 2024. 152 p.
7. Zimin V. A., Morozova G. A. Psihologiya reklamy i svyazej s obshchestvennost'yu [Psychology of advertising and public relations]. Samara, Nauchno-tekhnicheskij centr Publ., 2020. 160 p.
8. Kobernik E. V. [Advertising and its influence on consumer behavior]. In: Innovacii. Nauka. Obrazovanie [Innovations. Science. Education], 2021, no. 29, pp. 1080–1084.
9. Pryakhin N. G. [Morality in brand and advertising (social, philosophical and anthropological analysis)]. In: Mezhdunarodnyj nauchno-issledovatel'skij zhurnal [International Research Journal], 2017, no. 4–2 (58), pp. 87–88. DOI: 10.23670/IRJ.2017.58.151.
10. Sazanov A. S. [Psychology of the communicative function of advertising]. In: Vestnik Nacional'nogo instituta biznesa [Bulletin of the National Institute of Business], 2018, no. 31, pp. 137–141.
11. Trishchenko D. A. [Social advertising in the formation of individual value orientations]. In: Vestnik belgorodskogo universiteta kooperacii, ekonomiki i prava [Bulletin of the Belgorod University of Cooperation, Economics and Law], 2016, no. 4 (60), pp. 218–225.
12. Dong H. Research on Multiple Narrative Mode of Luxury Brand Display Space. In: Decoration, 2019, no. 3, pp. 84–87.
13. Galician M. Handbook of Product Placement in the Mass Media. Abingdon, Routledge Publ., 2004. 302 p.
14. Ping X. Discussion on the application of marketing strategies to consumer psychology research. In: Inner Mongolia Science and Technology and Economy, 2020, vol. 19, pp. 64–65.
15. Tong R. The application of consumer psychology in advertising. In: Reflections on marriage psychology, 2023, no. 2, pp. 31–56.
Supplementary files
Review
Views:
102
Email this article 