Psychological Features of the Volitional Sphere of a Person with Different Levels of Advertising Suggestiveness
https://doi.org/10.18384/2949-5105-2024-4-38-50
Abstract
Aim. To reveal the psychological features of the volitional sphere of a person with different levels of advertising suggestiveness.
Methodology. The study involved 150 Internet users: 65 men and 85 women aged 16 to 40 years. During the study the following methods were used: ascertaining experiment (method “Volitional personality qualities” by M. V. Chumakov, method “Volitional self-control questionnaire” by A. G. Zverkov and E. G. Eidman, 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 revealed that a person prone to advertising suggestiveness is characterized by a low-degree manifestation of such volitional qualities as independence, endurance, volitional self-regulation index, perseverance index and self-control index.
Research implications. The results of the study can be used by practical psychologists when the accompanying the process of media socialization of the 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), Assoc Prof, Department of Psychology,
8, per. Uchebniy, Simpheropol, 295015.
References
1. Baskakova A.S. [The influence of value orientations on the process of transformation of advertising as a communication system of modern society] In: Sistema cennostej sovremennogo obshchestva [The system of values of modern society], 2012, no22, pp. 195–200.
2. Veklich M.A. [Psychological features of the volitional sphere of the individual subject to advertising suggestion] In: Obshchestvoznanie i social'naya psihologiya [Social Science and Social Psychology], 2023, no1–3 (45), pp. 67–76.
3. Garipova G.R. [Influence of modern advertising on formation information picture of the world] In: Obshchestvo: filosofiya, istoriya, kul'tura [Society: philosophy, history, culture], 2023, no.8 (112), pp. 94–98.
4. Zekeryaev R.I. Reklamnaya suggestivnost' lichnosti v sovremennom mediaprostranstve [Advertising suggestibility of the individual in the modern media space] Simferopol, Hoteeva LVPubl, 2024, 152 p.
5. Kozlovskaya I.V., Lepekhina I.V. [The influence of advertising on human behavior] In: PR i reklama: tradicii i innovacii [PR and advertising: traditions and innovations], 2011, no. 6–2, pp. 83–84.
6. Kolomiets V.P. [Television advertising as a means of constructing meanings] In: Mir Rossii. Sociologiya. Etnologiya [The World of Russia. Sociology. Ethnology], 1997, no.1, pp. 29–54.
7. Kuzmina O.V., Markov A.P. [Human-centured nature of advertising discourse] In: Sovremennye problemy nauki i obrazovaniya [Modern problems of science and education], 2013, no.4, p.383.
8. Lytkin S.V. [The influence of Internet advertising on consumer behavior] In: IT Arktika, 2022, no.2, pp.29–36.
9. Romodina A.M., Gizatullina A.A., Nikulin V.A. [The impact of advertising on users who shop online] In: Upravlenie v sovremennyh sistemah [Management in modern systems], 2019, no.3 (23), pp.23–26.
10. Ulyanina O.A. [The problem of the influence of advertising on the formation of value orientations and interests of modern society: a sociological analysis] In: Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 9: issledovaniya molodyh uchyonyh [Bulletin of Volgograd State University Series 9: research of young scientists], 2010, no.8–1, pp.65–68.
11. Akbari M. Different impacts of advertising appeals on advertising attitude for high and low involvement products In: Global Business Review, 2015, no.16 (3), pp.478–493.
12. Norman M.V., McFarlane-Alvarez S. Beyond colorblindness in advertising education: multiculturalism and advertising pedagogy since the 2020 racial reckoning. In: Journal of Advertising Education, 2023, no.27 (2), pp.91–100.
13. Srivastava R, Gupta P Research on unhealthy food and beverages advertising targeting children: Systematic literature review and directions for future research In: Australian Journal of Management, 2022, no.47 (4), pp.749–772.
Supplementary files
Review
Views:
83
Email this article 