INTERACTION OF COGNITIVE AND EMOTIONAL FACTORS IN THE PROCESS OF ADVERTISING MESSAGES' INFLUENCE

Abstract

The article is devoted to the study of the interaction of cognitive and emotional factors in the process of perceiving advertising messages, which is a decisive factor in the effectiveness of modern marketing communications in conditions of information overload. Therefore, the need to move from classical methods of advertising creation to strategies based on a deep understanding of consumer psychology is emphasized. The theoretical foundations of cognitive processes and emotional reactions in marketing communications are considered. It is proven that it is the combination of cognitive and emotional components that determines the level of assimilation of an advertising message, the formation of long-term associations with the brand, and the overall effectiveness of an advertising campaign. The main models of influence, which serve as the theoretical basis for planning communication strategies, are analysed. An author's model of complex influence is developed, which visualises the relationship between cognitive and emotional perception of advertising and their combined effect on consumer behaviour. For the digital environment, a dynamic model of trust is proposed, describing its formation through three successive levels: from transactional-functional to value-oriented. This model is complemented by the concept of ‘digital trust sequence,’ which details specific tools and mechanisms for its construction at each stage. The article emphasises the need to combine rational arguments and emotional triggers to achieve maximum communication effect, and justifies an integrated approach to evaluating effectiveness that combines digital metrics with qualitative research methods.