PSYCHOLOGICAL ASPECTS OF ADVERTISING AS MARKETING COMMUNICATIONS TOOLS

Abstract

The paper provides insights to psychological aspects of advertising as marketing communication tools as well as a social and psychological phenomenon. The study seeks to explore the different types of advertising subject to their various effects on consumers, revealing the nature of rational and emotional advertising and the methods of their influence on consumers. The structure of socio-psychological effects of advertising on consumer’s behavior is also disclosed by accounting for their cognitive (gnostic), affective (emotional), conative (behavioral) characteristics. It is assumed that a cognitive component involves the analysis of mental processes and of the information processing model, in the first place: sensation, perception, attention, thinking, memory, etc. The emotional (affective) component is associated with identifying the aspects that foster an emotionally colored attitude towards the advertisement and the product itself. It is argued that the analysis of a behavioral pattern should focus on the study of human behavior underpinned by its purchasing habits under the influence of advertising. The following types of advertising effects have been investigated: AIDA, AIDMA ACCA, DIBABA, DAGMAR and AISAS. The core nature of psychological impact of advertising is disclosed by each of its basic driving elements: attention, interest, motive, action. The methods of advertising psychological effects described in the works by domestic and foreign researchers are discussed. The insights on suggestion and persuasion as the key powerful techniques of psychological influence have been provided. The research findings also present a range of factors regulating human behavior in the advertising environment, revealing the external and internal drivers and effects suggested by the national and foreign scientists. The criteria framework for studying consumer psychological typologies is presented along with suggesting a consumer typologies classification.