Psychological features of motives of information activity of a person with different levels of advertising suggestiveness

One of the most common phenomena of the modern media space is advertising, the purpose of which is to influence the target audience, convincing it to purchase a product or service. At the same time, its content, which includes various methods of information influence, implicitly transmits attitudes and beliefs to recipients, creates new values, meanings and motives in them, manipulates the emotional state, etc. At the same time, the strongest aspects of advertising – its relatively easy accessibility, attractiveness provided by special effects and persuasiveness conditioned by a complex of methods of hidden influence – lead to the fact that it becomes more difficult for potential recipients to show reflection and control their emotional reactions to the content they view. Consequently, advertising suggestiveness, which determines the characteristics of a person’s perception of advertising content and the ability to resist its negative impact, becomes an important phenomenon that requires detailed study. Despite the large number of studies devoted to this issue, the psychological characteristics of the person associated with this phenomenon remain insufficiently studied. One of these may be the components of information activity that determine the nature of a person’s interaction with the media environment. The empirical base of the study consisted of a randomly selected sample of 50 people, including 16 boys and 34 girls, with an age distribution of 18–25 years. The methodological support for the study consisted of the questionnaire “Motivational structure of information activity” (G.N. Malyuchenko, V.M. Smirnov, A.S. Kopovoy) and the research questionnaire “Advertising suggestiveness of personality” (R.I. Zekeryaev). The study revealed that with the growth of such motivations in the structure of information activity as communicative, relaxation, reactivating and compensatory, the degree of advertising suggestibility of the individual also increases. The practical significance of the study is that its results can be used by practicing psychologists in the process of individual consultations and psychological support of the process of media socialization of the individual.

advertising, advertising suggestiveness, informational activity, communicative motivation, relaxation motivation, reactivating motivation, compensatory motivatio