Personality in the marketing communications system

Personality in the marketing communications system

Book Description

The monograph by A. N. Lebedev and O. V. Gordyakova introduces readers to a new direction of scientific research - the psychology of marketing communications. The authors present the results of the work carried out over the past decades with the support of the Russian Humanitarian Science Foundation, public organizations and individuals. The monograph presents the modern ideas of marketing theorists and practitioners about the concept of marketing communications, the historical basis of which is traditional advertising; the opposite points of view of researchers on the goals and objectives of advertising and marketing in the conditions of rapid socio-economic changes in modern society are analyzed. Not limited to the analysis of marketing as a type of economic activity and the main business tool, the authors consider marketing communications as a global socio-economic phenomenon, in the center of which there is a personality. We are talking not only about the personality of the consumer, but also about the personality of the advertiser-marketer, as well as about their social environment, which affects the thinking and behavior of all subjects of the marketing communications system. The results of studies unique to domestic economic psychology are presented, in particular, the influence of commercial and social advertising on persons in a state of altered consciousness, suffering from mental illnesses, etc. , as well as the results of an experimental study of emotional assessments of commercial offers in various marketing communications, taking into account the individual psychological and personal characteristics of consumers. The results of numerous empirical studies of the impact of marketing communications on consumers, as well as on non-consumers, i.e. on those people who belong to the so-called "non-target groups" of the population are presented. The authors of the monograph are leading experts in our country in the field of psychology of advertising, marketing and marketing communications, they have been studying these phenomena in the framework of applied and fundamental psychology since the late 1980s.