PSYCHOLOGICAL FEATURES OF VIRTUAL GOODS AND SERVICES ADVERTISEMENT PERCEPTION BY STUDENTS

Kokaryeva Mariya Volodymyrivna Кокарєва Марія Володимирівна

Abstract


Article presents the research of psychological features of virtual goods and services advertisement perception by students, the research’s actuality and aim are determined. Characteristics of diagnostic instruments and results of empiric research, devoted to defining of the dominating perceptive modality and creative orientation influence on virtual goods and services advertisement perception by students is given. Scientific meaning of the research results with the regressive analysis application consists in the possibility of student’s perceptiveness to virtual goods and services advertisement prognosis depending on their individual-psychological characteristics. Calculation results are given in the table. Basing on the psychological features of virtual goods and services advertisement perception by students empiric research results it is defined, that on the student’s attitude to this kind of advertisement influence riskiness and kinesthetic perceptive modality and negatively influence curiosity and visual perceptive modality. The perspectives of research results application consist in practical recommendations development for students, who perceive advertisement information and for those, who need to present some information effectively.

Key words: advertisement information, virtual goods and services, perception, creative orientation, students.

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DOI: https://doi.org/10.31108/

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