Speech methods	Speech manipulation	Examples from advertising
Euphemization (replacing a word with a negative meaning with a neutral one)	“poverty” => “low income people” “slum” => “inner city”	“This shampoo is ideal for low-income people.”
Comparison in favor of the manipulator (searching for an object to lean on in order to make the product look good)	“This is ordinary washing powder, and this is shampoo X”	"Plenitude. When regular face cream is not enough.”
Substitution of concepts (a concept is placed on a par with negative (positive) concepts, as a result of which it itself acquires a negative (positive) meaning)	“Product A is just a fairy tale.” Equating product A to a fairy tale.	"KETTLER, movement, life!"
Reinterpretation (a known fact or person is assigned some new meaning that is convenient for the manipulator)	“Swallowing a white, warm, maternally virtuous liquid with the smell of manure and wool was not to my liking.” Shows a new look at milk.	“Silver does not age - it becomes antique.”
Implanted evaluation (the attribute of an object is often placed next to its name, finally turning into its property)	“Irreplaceable Product A”, “Amazing Product B”	"Excellent travel agency OTA"
Rhetorical questions (ask questions that simply cannot be answered “no”)	“Do you need a lot of happy moments? - Buy product A"	“Do you want to be healthy and beautiful? - Buy Adidas sneakers"
Implicatures (information in the message is not present in plain text, but is extracted by the reader due to the stereotypes of his thinking)	“With product A you will become even more beautiful!” (you are already beautiful, you just need to increase it)	“Style the healthy shine of your hair!”

These methods of manipulation are based not only on psychology, but also on the characteristics and stereotypes of human perception of the world around us. This makes speech manipulation a doubly beneficial method when used correctly.

No. 23 Psychology of manipulation:

Psychological manipulation- a type of social, psychological influence, socio-psychological phenomenon, which is the desire to change the perception or behavior of other people using hidden, deceptive or violent tactics. Because such methods typically advance the interests of the manipulator, often at the expense of other people, they can be considered exploitative, abusive, dishonest, and unethical.

Social impact is not always negative. For example, a doctor may be trying to convince a patient to change unhealthy habits. Social influence is generally considered harmless when it respects the individual's right to accept or reject it and is not overly coercive. Depending on the context and motivation, social influence may constitute covert manipulation.

Conditions for successful manipulation

According to George Simon ( George K. Simon), the success of psychological manipulation primarily depends on how much the manipulator:

• hides aggressive intentions and behavior;
• knows the victim's psychological vulnerabilities to determine which tactics will be most effective;
• has a sufficient level of cruelty that it does not have to worry about harming the victim if necessary.

Consequently, manipulation most often remains hidden - relationally aggressive. relational aggression) or passive-aggressive

How manipulators control their victims[edit | edit wiki text]

According to Breaker[edit | edit wiki text]

Harriet Breaker ( Harriet B. Braiker) has identified the following main ways in which manipulators control their victims:

• positive reinforcement- praise, superficial charm, superficial sympathy (“crocodile tears”), excessive apologies; money, approval, gifts; attention, facial expressions such as fake laughter or smiling; public acceptance;
• negative reinforcement- getting rid of a problematic, unpleasant situation as a reward.
• erratic or partial reinforcement- can create an effective climate of fear and doubt. Partial or intermittent positive reinforcement can encourage the victim to persist - for example, in most forms of gambling, a player may win occasionally but still end up losing overall;
• punishment- reproaches, screams, quiet treatment, intimidation, threats, abuse, emotional blackmail, imposition of guilt, sullen appearance, deliberate crying, portrayal of the victim;
• traumatic one-time experience- verbal abuse, outbursts, or other intimidating behavior intended to establish dominance or superiority; Even one incident of this behavior can teach the victim to avoid confronting or contradicting the manipulator.

According to Simon[edit | edit wiki text]

Simon identified the following management methods:

• Lie- It is difficult to determine whether someone is lying at the time of the statement, and often the truth can be revealed later when it is too late. The only way to minimize the possibility of being deceived is to realize that some personality types (especially psychopaths) are masters in the art of lying and deception, doing so systematically and often in subtle ways.
• Deception by omission- a very subtle form of lying by concealing a significant amount of the truth. This technique is also used in propaganda.
• Negation- the manipulator refuses to admit that he or she did something wrong.

• Rationalization- the manipulator justifies his inappropriate behavior. Rationalization is closely related to "spin" - a form of propaganda or PR, see spin doctor.
• Minimization- variety denial in conjunction with rationalization . The manipulator asserts that his or her behavior is not as harmful or irresponsible as someone else believes, for example, by stating that the ridicule or insult was only a joke.
• Selective inattention or selective attention- the manipulator refuses to pay attention to anything that might upset his plans, declaring something like “I don’t want to hear that.”
• Abstraction- the manipulator does not give a direct answer to a direct question and instead moves the conversation to another topic.
• Excuse- similar distraction , but with the provision of irrelevant, incoherent, unclear answers, using vague expressions.
• Hidden bullying- the manipulator forces the victim to play the role of the defending party, using veiled (subtle, indirect or implied) threats.
• False guilt- a special type of tactics intimidation . The manipulator hints to the conscientious victim that she is not attentive enough, too selfish or frivolous. This usually results in the victim feeling negative, insecure, anxious, or submissive.
• Shaming- the manipulator uses sarcasm and insulting attacks to increase fear and self-doubt in the victim. Manipulators use these tactics to make others feel unimportant and therefore submit to them. Shaming tactics can be very subtle, such as a harsh facial expression or gaze, an unpleasant tone of voice, rhetorical comments, subtle sarcasm. Manipulators can make you feel ashamed even for having the audacity to challenge their actions. This is an effective way to foster feelings of inadequacy in the victim.
• Blame the victim- Compared to any other tactic, this is the most powerful means of forcing the victim to be on the defensive, while simultaneously masking the aggressive intent of the manipulator.
• Playing the Victim(“I’m unhappy”) - the manipulator portrays himself as a victim of circumstances or someone else’s behavior in order to achieve pity, sympathy or compassion and thus achieve the desired goal. Caring and conscientious people cannot help but sympathize with the suffering of others, and a manipulator can often easily play on sympathy to gain cooperation.
• Playing the role of a servant- The manipulator hides selfish intentions under the guise of serving a more noble cause, for example, claiming that he acts in a certain way out of “obedience” and “service” to God or a similar authority figure.
• Seduction- the manipulator uses charm, praise, flattery, or openly supports the victim in order to reduce his resistance and earn trust and loyalty.
• Projecting guilt(blaming others) - the manipulator makes the victim a scapegoat, often in subtle, hard-to-detect ways.
• Feigning Innocence- the manipulator tries to convince that any harm he caused was unintentional, or that he did not do what he is accused of. The manipulator may appear surprised or indignant. This tactic forces the victim to question their own judgment and possibly their own prudence.
• Confusion Simulation- the manipulator tries to pretend to be stupid, pretending that he does not know what he is being told, or that he has confused an important issue that is being brought to his attention.
• Aggressive Anger- The manipulator uses anger to achieve emotional intensity and rage to shock the victim into submission. The manipulator does not actually feel anger, he is just acting out the scene. He wants what he wants and gets "angry" when he doesn't get what he wants.

Typically, the following main levels of psychological impact are distinguished:

• cognitive (transmission of information, messages);
• affective (attitude formation);
• suggestive (suggestion);
• conative (determining behavior).
• Essence cognitive impact consists of transmitting a certain amount of information, a set of data about a product; factors characterizing its quality, etc.
• Purpose affective impact is the transformation of the array of transmitted information into a system of attitudes, motives and principles of the recipient of the message. Tools for forming attitudes are frequent repetition of the same arguments, bringing logical evidence of what was said, forming favorable associations, etc.
• Suggestion involves the use of both conscious psychological elements and elements of the unconscious. This is due to the fact that a certain part of the advertising message can be absorbed by the addressee, bypassing the sphere of active thinking. The result of suggestion can be a conviction obtained without logical evidence. It should be noted that suggestion is possible, firstly, if the suggestion meets the needs and interests of the addressee and, secondly, if a person can be used as a source of information
• possessing high authority and enjoying unconditional trust. Suggestion will have a greater effect, again, if the advertising message is repeated many times.
• Conative effect The appeal is implemented in “pushing” the recipient to action (of course, to purchase), prompting him to take the actions expected of him.

The oldest and most famous advertising formula is AIDA (attention - interest - desire - action, i.e. attention - interest - desire - action). It was proposed by the American advertiser Elmer Lewis back in 1896. Its essence is that an ideal advertising message, first of all, should attract involuntary attention. The ways to achieve this goal are quite varied: the use of contrasts, bright, original color design; catchy drawing; funny decisions in the layout of the appeal (for example, placing the text of the advertising message “upside down”); shocking the audience, etc.

ACCA as an advertising formula is characterized by the fact that it reduces the results of advertising exposure to defining an audience that has gone through one of the four stages of consumer behavior: attention, comprehension, convection and action.

The DIBABA formula was proposed by G. Goldman in 1953. The model's name is also an abbreviation for German definitions of the six phases of the sales process: 1) identifying the needs and wants of potential buyers; 2) identification of consumer needs with advertising offers; 3) “pushing” the buyer to the necessary conclusions about the purchase that are associated with his needs; 4) taking into account the buyer’s expected reaction; 5) arousing the buyer’s desire to purchase the product; 6) creating a favorable environment for purchasing.

The DAGMAR model, outlined by American advertiser Russell Colley in 1961, became a milestone in the process of developing approaches to the formation of advertising messages. The name of the formula includes the initial letters of the English definition Defining advertising goals - measuring advertising

results (defining advertising goals - measuring advertising results). According to the model, the act of purchasing goes through four phases: 1) recognition of the product brand; 2) assimilation. - informing the addressee about the quality of the product; 3) conviction - psychological predisposition to purchase; 4) action - making a purchase by the addressee of the advertisement. The effect of advertising is determined by the increase in the number of buyers at each of these phases.

The study of human mental processes is one of the main tasks of general psychology. In advertising psychology today, these processes are studied mainly in order to create psychologically and commercially more effective advertising. In this case, mental processes are studied in connection with the means of displaying advertising information or means of influencing the consumer.

What are the mental processes that make up the psyche as a whole in some bizarre way? First of all, it should be noted that these processes do not exist separately from each other, being certain elements of the psyche only within the framework of scientific abstractions. In reality, there is no thinking without memory, sensations without emotions, etc. The human psyche is an integral object, which researchers only in theory divide into elements for their subsequent comprehensive consideration. In textbooks, various authors give different typologies of mental processes, as well as descriptions of their characteristics and properties.

When studying the influence of advertising on a person’s consciousness and subconscious, studying the influence of an advertiser on a consumer, we must understand that the effectiveness of such influence cannot be determined by any individual mental processes, mental characteristics or characteristics of the advertisement itself, for example, only by its memorability, ability to attract attention or evoke positive emotions. In order to understand where to look for reserves for increasing the effectiveness of advertising on the consumer and what mistakes were made, it is necessary to study in detail almost the entire psyche of the consumer, all of his mental processes.

No. 26 Psychotechnologies for working with objections:

The basic rule of working with objections is to take any objection seriously, regardless of its wording or content. When you receive an objection, take a break. Try to understand the true motives for such an answer, think through possible options and begin to gradually express your point of view.

1. Reframing technique

It consists of using elements of the interlocutor’s expressions and questions in the seller’s speech. As a result, the seller and buyer begin to speak the same language, about the same things. Often, when using simple words during a conversation, interlocutors attach different meanings to their words. This is why people often find it difficult to come to an agreement. In order to overcome various ambiguities and ambiguities, the technique of reformulation is used.

This technique also works great when reformulating questions in conjunction with another, very effective technique of counter-questions.

In this dialogue, the seller somewhat sharpens the question in his direction, while almost completely using the client’s expression. For the client, this will be an additional indicator that he is understood and that the issue being discussed is exactly what he has in mind.

2. Guessing technique

You are making a hypothetical assumption that the problem preventing the contract has been resolved. Is the client ready to work then? If not, why not? And so with every objection raised. This technique allows you not to fight false objections, but, ignoring them, to move on to the next level of objections.

3. Persuasion technique “anything else?”

This technique is even simpler and safer than the previous one, and helps to find out the true cause of the failure. It requires the seller to be able to pull out the client’s objections, without even considering them, one after another.

The salesperson draws out the client's objections without even trying to process them. This will allow the seller to later, having identified the most important objection, start with it. This approach gives the seller freedom of maneuver: he can already choose which objection is more convenient for him to start with. After most of the objections have been brought to the surface, the initiative is in the hands of the seller

4. Technique of naivety

The technique involves treating every objection as sincere. It is applied as follows: by pretending that you believe the client's objection, you begin to solve this problem with enthusiasm, offering the client ways to overcome it. In response, he tells you something new, and so on until the real objection. The technique is very labor-intensive and dangerous from a reputational point of view: if you accept every objection as sincere, you may seem unprofessional. But the time the client spends answering can be used for further persuasion.

Despite all the obvious far-fetchedness of the above problems, the seller solved them as relevant. Most likely, after a long investigation with such “dummies” he will come to the real reasons, but this will take a certain amount of time.

5. Sincerity technique

You “open up” to the client, showing all your trump cards and all the upcoming difficulties. Thus, you provoke him to reciprocate, trying to get a true objection in order to start working with him. This technique is based on trust, demonstrating sincerity and concern for the interests and needs of the client.

Most sellers, trying to get an order at any cost, bombard the client with a stream of arguments, trying to force him to admit the need for a purchase. But remember: when you are passionately convinced of something and at the same time insist that it is incredibly useful for you, how often do you immediately take out the money and give it to the speaker? And how often, the more they begin to convince you, the more you begin to doubt the feasibility of the purchase?

Therefore, with every sale, the client suspects the seller of self-interest and perceives all his arguments through the prism of distrust. The technique of sincerity allows you to partially remove the suspicion of self-interest from the seller.

6. Technique for focusing on the positive aspects of cooperation

If you have been working with a client for some time, then you need to find moments that gave him pleasure when working with you. For example, prizes, discounts, congratulations, etc. And in case of refusal, you try to shift his emotional consciousness to a pleasant memory of cooperation with your company.

When using this technique, the main thing is to make the client relive those sensations and want to experience them again, perhaps in the future. Regular use of this technique allows you to reinforce the feeling in your partners: it’s good with you, but it’s not interesting without you.

Reverse use is moving the emotional state of the interlocutor into the zone of negative emotions when he worked with your competitor and had troubles. This approach (it’s good with me, bad without me) is the basic principle of building customer loyalty.

7. Client and pseudoanalysis technique

On a piece of paper, make a complete breakdown of the disadvantages and advantages of your proposal in two columns. And then, by removing the disadvantages that the client does not like, you also remove the advantages, since everything costs something. Moreover, you must first remove the advantages that are significant for the client and the disadvantages that are not significant. Continue in this way until the client agrees or refuses. This technique shows the client the value of each item in your offer and asks the client to make a choice between price and value.

In this case, we remove significant factors while adding non-significant advantages. As in the above example, a person will save not such a large amount relative to a car, but will lose in comfort for the entire period of using the car.

When using this technique it is important show sincerity, there is no need to be cunning: this will be immediately noticed by the client and interpreted not in your favor. It’s clear that you don’t need to play to your advantage either. Using this technique, it is important, when preparing for negotiations, which a good seller does all the time, to break down your proposal, if possible, into smaller components, so that you can later assemble them into as many options as possible. This is necessary so that even before negotiations you have an overview of the possible combinations that you can offer the client. Having such an overview, you will be able to form the desired combination of proposals at the right time.

8. Technique of counter questions and fixation

This technique is that you answer all the client’s questions with questions: “What discount can you give?” - “How many will suit you?”, while all questions and answers that have at least some significance are immediately recorded in two columns. As a result, you will get a summary of the conversation with all the client’s objections and his answers to them. And all you have to do is sum it up. This technique is also called the “hedgehog technique”.

Its goal is to ask a counter question without answering a question. This allows you not to enter into a debate with the client, but to continue to identify the reasons that are interfering with the transaction. And also connect the client’s intelligence to work with his own objections. A counter question can completely neutralize your opponent’s question and, moreover, provoke him to give you additional information.

In this example, the seller did not answer any of the client’s objections, asking counter questions, answering which the client convinced himself, even without even expressing his convictions out loud. The seller only suggested these thoughts to the client. This technique allows you to maintain control over the course of negotiations in almost any situation, because you don’t have to give an answer to the most difficult question that could actually ruin the deal, but by asking a counter question, you can get time for reflection and additional information that may help give a more effective answer.

Using this counter questioning technique, don't get carried away, answering each question with a counter question, if you lose a sense of proportion, there is a risk of irritating the client and ruining the relationship. Like any technique, this one requires moderation and timely use.

No. 27 Stages of conducting marketing research using the “Mystery Client” type:

Stages of research using the “Mystery shopper” type:

1. Defining and agreeing on goals (what we want to evaluate, what we want to learn). May include harmonization and even development of standards.

2. Development of contact scenarios (depending on the goals, with a greater or lesser degree of detail).

3. Development of questionnaires for secret shoppers. The questionnaires contain closed (yes/no) and open questions, digital assessments.

4. Notifying the employees being tested that they will be assessed by secret shoppers. Ideally, a presentation or training session on the standards will be provided where they will study the questionnaire that will form the basis of the assessments. Let them try to work well with each client, this is exactly the effect we achieve!

5. Agent training/training – i.e. the mystery shoppers themselves (who naturally represent the target audience of the company being audited).

6. Carrying out visits/calls/online inquiries and mystery shopping reports, accompanied by artifacts (receipts, audio recordings, etc.).

7. Ongoing work with staff based on the results of secret shopping reports (encouragement, corrective feedback).

8. General report on the study: processing (summarizing) the results of assessments and providing recommendations.

9. Organizational measures to eliminate detected deficiencies: personnel training, making adjustments to work regulations and (sometimes) to the standards themselves.

Separately, it is worth mentioning the artifacts (physical evidence) collected by secret shoppers during contacts. They are extremely important and come in the form of audio recordings, receipts, and sometimes even photographs. The presence of physical evidence confirms the fact of the visit / call / online appeal, and also provides the basis for further interpretations, assessments and interpretations. You can't argue with the facts.

Important: By law, employees must be notified that they may be being recorded. Therefore, be sure to notify employees about it before launching the study, explain its goals and prospects! Ensure understanding and obtain consent.

In fact, the Mystery Shopping study evaluates the classic RRATE parameters - customer perception of the company's reliability (reliability), responsiveness (responsiveness), personnel persuasiveness (assurance), attractiveness of material components (tangibles), emotional involvement of employees (empathy).

Possible interpretation of RRATE factors in questionnaires when evaluating a store:

R – reliability – Stable quality of work – work without errors or failures.
R – responsiveness – Activity, efficiency of staff, willingness to help customers.
A – assurance – Competence of employees, confidence, ability to inspire trust among customers.
T – tangibles – Appearance and neatness (interior, staff, display of goods).
E – empathy – Sincere interest in customers, care, individual approach.

No. 28 Strategies and techniques for introducing negotiations:

Strategies:

When entering into negotiations, participants can use different strategies for conducting them. The choice of one strategy or another depends on the situation in which the negotiations are being conducted, the readiness of the parties to realize each other’s interests, and the understanding of the success of the negotiations by their participants. There are two main negotiation strategies :

1) positional bargaining oriented toward a confrontational type of behavior;

2) negotiations based on mutual consideration of interests, which implies a partnership type of behavior of the parties. Each of the identified strategies has its own specifics.

Positional bargaining is a negotiation strategy in which the parties are focused on confrontation and argue about specific positions.

A confrontational approach to negotiations is a confrontation between the parties, and the table at which they are conducted is a kind of battlefield, where the negotiators are “soldiers”, their main task is to “tug of war” like “who will win.” The degree of such confrontation varies: from the desire to “bargain” as much as possible to attempts not only to get the maximum possible, but also to prevent partners from realizing their interests.

In general, positional trading has the following peculiarities :

negotiators strive to realize their own goals to the fullest extent possible, caring little about how satisfied their opponents will be with the results of the negotiations;

negotiations are conducted on the basis of the initially put forward extreme positions that the parties seek to defend;

the differences between the parties are emphasized, and the similarities, even if they exist, are often rejected;

the participants’ actions are aimed primarily at each other, and not at solving the problem;

the parties seek to hide or distort information about their true intentions and goals;

the prospect of failure of negotiations may push the parties towards a certain rapprochement and attempts to develop a compromise agreement, but joint actions are forced;

as a result, an agreement is often reached that satisfies each party to a lesser extent than it otherwise would have been.

There are two styles of positional bargaining: soft and hard. Hard style presupposes the desire to firmly adhere to the chosen position with possible minimal concessions, soft– focused on negotiating through mutual concessions in order to reach an agreement. During the bargaining, the choice of one of the parties to the soft style makes its position vulnerable to an adherent of the hard style, and the outcome of the negotiations becomes less profitable. However, on the one hand, the implementation of a rigid style by each of the parties can lead to the breakdown of negotiations (and then the interests of the participants will not be satisfied at all).

Negotiations based on mutual consideration of interests are preferable: neither party receives advantages, and the negotiators consider the agreements reached as a fair and most acceptable solution to the problem. This, in turn, allows us to optimistically assess the prospects for post-negotiation relations, the development of which is carried out on such a solid basis. In addition, an agreement that allows maximum satisfaction of the interests of the negotiators assumes that the parties will strive to comply with the agreements reached without any coercion.

Strategy conducting negotiations on the basis of mutual consideration of interests, with all the existing advantages, should not be absolutized, since certain difficulties arise in its implementation:

1) the choice of this strategy cannot be made unilaterally. After all, its main meaning is to focus on cooperation, which can only be mutual;

2) the use of this negotiation strategy in conflict conditions becomes problematic because it is very difficult for the conflicting parties, once at the negotiating table, to immediately move from confrontation and confrontation to partnership. It takes them some time to change relationships;

3) this strategy cannot be considered optimal in cases where negotiations are conducted over a limited resource that the participants claim to own. In this case, mutually exclusive interests most likely require solving the problem on the basis of a compromise, when dividing the subject of disagreement equally is perceived by the parties as the most fair solution.

When implementing positional bargaining or a strategy for conducting negotiations based on mutual consideration of interests during the negotiation process, you should correlate your choice with the expected results, take into account the specifics of each approach, its advantages and disadvantages. In addition, a strict distinction between these strategies is possible only within the framework of scientific research; in actual negotiation practice, they can take place simultaneously. We are talking only about which strategy the negotiators focus on to a greater extent.

Techniques,used in positional trading are the most famous and diverse.

1. Excessive demands. Opponents begin negotiations by putting forward significantly exaggerated demands, which they do not expect to be met. Opponents then retreat to more realistic demands through a series of apparent concessions. However, at the same time they achieve real concessions from the opposite side. If the initial demand is excessively high, then it will most likely be regarded as unlawful and will not cause reciprocal concessions.

2. Placing false accents in one’s own position. The idea is to demonstrate extreme interest in resolving some minor issue, and then remove the requirements for this item. This kind of action looks like a concession, which causes a reciprocal concession from the opponent.

3. Survival. It is used to force the opponent to express his opinion first, and then, depending on the information received, formulate his own point of view.

4. "Salami". It consists in the fact that information about one’s own interests, assessments, etc. is given very small. The point of the technique is to force the partner to be the first to “reveal his cards”, and then, depending on this, act accordingly. The use of this technique results in artificially delaying negotiations to the detriment of the case.

5. "Stick" arguments are used in cases where one of the negotiators has difficulty with counterargumentation or wants to psychologically suppress the opponent. The essence of this technique is that, as an argument, they appeal to higher values ​​and interests, starting with statements like: “Do you understand what you are trying to do?!”

6. "Intentional deception." Used either to achieve or to avoid any consequences and represents:

7. Putting forward increasing demands. Seeing that the partner agrees with the proposals being made, more and more new ones are put forward. This tactic, for example, was used by the Prime Minister of Malta in negotiations with Great Britain regarding the deployment of air and naval bases on Maltese territory. Every time Great Britain thought that an agreement had been reached, it was told: “Yes, of course we agree, but there is still a problem.” In the end, these small problems cost her £10 million or guaranteed work for all dockers and work bases for the duration of this contract.

8. Making demands at the last minute. This technique is used at the end of negotiations, when all that remains is to conclude an agreement. In this situation, one of the participants puts forward new demands, hoping that his opponent will make concessions in order to maintain what has been achieved.

9. Double interpretation. When developing the final document, one of the parties “puts” into it wording with double meaning. Subsequently, such a trick allows you to interpret the agreement in your own interests.

10. Putting pressure on your opponent. It is used to obtain concessions from him and force him to agree to the proposed solution. This technique can be implemented.

Techniques,used in negotiations based on mutual consideration of interests

If the use of the first group of techniques demonstrates an attitude towards the opponent as an adversary, then the second group of techniques is focused on a partner approach.

1. Gradual increase in the complexity of the issues discussed. The discussion begins with those issues that cause the least disagreement, and then the negotiators move on to more complex issues. Using this technique allows you to avoid active opposition from the parties from the very beginning of negotiations and create a favorable atmosphere.

Among the means of psychological influence of advertising on the consumer, psychologists identify the following: hypnosis, suggestion, imitation, infection, persuasion, image, “halo” mechanism, identification, “25th frame” technology, advertising shows on television, neurolinguistic programming, socio-psychological installations. Let's say a few words about each of them.

• 1. Hypnosis. Can be used in both commercial and political advertising. Previously, hypnosis was considered as a special form of artificially induced sleep; now this concept is interpreted extremely broadly in connection with the development of neurolinguistic programming. The most suitable means for hypnosis can be television, as well as stadiums filled with people with a “miracle” mindset (Chumak, Kashpirovsky).
• 2. Suggestion. It is the main psychological phenomenon in self-promotion (suggestion). According to some psychologists, suggestion should be understood as “the direct and unreasoned influence of one person (suggestor) on another (suggestor) or group (17). On television, suggestion is achieved by repeatedly showing videos at different times of the day.
• 3. Imitation. Some advertisers believe that in advertising the method of creating conditions for imitation works most effectively in cases where what is advertised is something that is prestigious for a person, something that he buys in order to be like a famous, popular person. For example, children are known to imitate advertising. Frequent changes of bright pictures on the screen attract them more than other television programs. In adults, imitation of an advertising character is more often determined by the coincidence of what he sees with what is determined by his value orientations, as well as motivation and needs, the desire to be like a successful authoritative person.
• 4. Infection. Many psychologists define the method of infection as the unconscious, involuntary exposure of an individual to certain mental states. In this case, the individual does not experience deliberate pressure, but unconsciously assimilates the behavior patterns of other people, obeying them. This is especially true for advertising on television, when a person is shown well-groomed, beautiful people whom he wants to imitate. strive to look the same. The phenomenon of infection is also used by advertisers during public events, for example, at discos, when liquid consumption (beer, lemonade) increases.
• 5. Belief. This is a widely used method based on increasing information about the advertised product, on exaggerations, on comparing the advantages of the advertised product with the disadvantages of competitors' products using pre-prepared questions and answers, on demonstrating the uniqueness of the offered product.

Based on experiments conducted by advertising researchers, it has been proven that advertising based on direct appeal to the viewer, seeking to persuade him to purchase a given product, is rated much lower by consumers than advertising based on dialogue. The latter is unobtrusive and easily perceived.

• 6. Image(from French or English Image - image, appearance). Some authors of books on the psychology of advertising, for example Feofanov O.A., include psychophysiological characteristics (sensation of color, sound, etc.) in this concept, but most tend to see in it (30, p. 135) the concept of prestige. Thus, professor O.A. Feofanov (ibid.), is of the opinion that the most effective advertising is that which uses the image of celebrities, popular people (stars of show business, theater, cinema) to achieve its goals. a popular person, acquires the status of prestige, she is trusted more.
• 7. The "halo" mechanism. A very popular method in advertising of influencing the consumer’s subconscious. It is used mainly in places of personal sales (supermarkets). As a rule, so-called i-stollers are installed in store lobbies, that is, objects, models, installations, etc., using images of famous personalities (singers, actors, etc.).
• 8. Identification. Psychologists attribute this phenomenon directly to the personality of the consumer himself. That is, the consumer, seeing the advertised character, somewhere in his subconscious puts himself in his place, while striving to be like him, as if identifying himself with him. This phenomenon is more often seen in food advertising.
• 9. “25th frame” technology. A very popular advertising method these days. This term was first introduced in the early 50s of the 20th century by James Vickery, owner of the research firm Subliminal Projection Company. According to him, the 25th frame edited into a film affects a person’s subconscious and can force him to buy something that he does not particularly need at the moment. This argument was later refuted by himself. Until now, the phenomenon of the “25th frame” is mentioned with reservations.
• 10. Advertising shows. Stage-wise, they resemble well-known talk shows; in time, they take on average from 5 to 30 minutes. When conducting them, the technique of accelerated speech by the presenter demonstrating the product is used. The fast pace of the presenter’s speech deprives the audience of the opportunity to understand the situation of psychological impact, consult with someone, or draw on their personal past experience.
• 11. Neurolinguistic programming (NLP). It arose as a kind of psychological practice in the early 70s of the 20th century. How is it deciphered? The “neuro” part reflects the idea that human behavior originates in neurological processes through the organs of vision, hearing, touch, and smell; Linguistic or language indicates that we use our language to organize thoughts and to communicate; "Programming" refers to the ways in which we organize our ideas of action to produce results. As a rule, NLP is used for the purposes of psychotherapeutic treatment (getting rid of bad habits, developing abilities, etc.).

12. Social and psychological attitude. This attitude forms in the consumer a certain attitude towards advertising (television commercial, billboard, etc.). If you give only positive arguments regarding advertising, then the consumer’s attitude will be appropriate. Conversely, negative assessments form a negative opinion.

All of the above methods indicate that advertising is a manipulator that influences the human psyche and encourages a person to make a purchase. In this regard, psychologists come to the conclusion about ethical problems arising from the impact of advertising on the consumer. But so far they have not come to a consensus on who can take responsibility for determining the degree, forms and limits of psychological influences in advertising: how and with what can or cannot influence the consumer. Therefore, this question in the field of advertising psychology remains open.

Advertising is an integral part of such a large process as marketing, and plays perhaps the most important role in it. Marketing, like advertising activities, is also considered today as a communications system that includes a whole range of technologies for working with clients (see Appendix No. 8, Fig. 3). Let us note that advertising activity, as a communication system, has a specific structure (see appendix p. 32). These are: psychology of self-promotion (PS), psychology of advertising (PR), psychology of propaganda (commercial, political) (PP), psychology of marketing communications (PMC).

The latter, in turn, has subtypes: public relations (PR), sales personnel (PS), direct marketing (DM), sales promotion (SP), but before talking about them, it should be noted that without marketing there was no would be the concept of advertising. If we consider the diagram (see appendix p. 32), we can conclude that the appearance of the product and, as a consequence, prices led to the emergence of a sales system, and then to the emergence of an entire system of marketing communications. But marketing, unlike advertising itself, does not set itself the goal of selling what is produced. Marketing is based primarily on the interests and needs of consumers themselves. Thus, the purpose of marketing is to study and satisfy multiple human needs in order to make a profit. In this sense, advertising is only a means to achieve marketing goals. But in order to study them, a science is needed, which is called the psychology of advertising. It is she who studies the needs of consumers, the motives of their behavior when purchasing a particular product, and studies the psychology of people’s lifestyles.

Let us directly consider the components of the marketing communications complex (see Appendix No. 8, Fig. 3).

• 1. Publications (PR). Its main difference from traditional commercial advertising is that PR activities are aimed primarily at creating an advertising image, a brand, that is, working with information and the process of forming opinions about goods (services).
• 2. Sales promotion. (SP) One of the advertising researchers, Professor I.I. Rozhkov (24, p. 37) writes that sales promotion is the activity of implementing commercial and creative ideas that stimulate the sale of advertiser’s products or services, often in a short time. He also writes that the purpose of the joint venture is to create in the minds of consumers a feeling of great value of goods marked with a certain trademark. What we mean here is the brand. That is, in other words, its goal is to create a positive assessment of the product among the consumer.
• 3. Direct marketing. Its main goal is “to constantly maintain targeted two-way communications with individual consumers or firms purchasing or intending to purchase certain goods (24, p. 37). In other words, it is necessary to maintain an indirect connection with the consumer (company, individual) so that the latter does not lose sight of this product and is aware of its existence. Psychologists in the field of advertising also refer this method to political advertising. So, for example, congratulations on Victory Day to a war veteran on behalf of the President of the Russian Federation is nothing more than direct marketing.
• 4. Personnel-sales (PS - personal sales). Personal sales include any form of sales of goods during which there is direct contact between the seller and the consumer. This can be a sale in a store, at a market, on the street, etc.

When we talk about a consumer, we mean a person with certain needs. What is the need? Psychologists understand it as an objective need for something that can be satisfied by a whole group of goods (food, information, etc.). Now we can return to the types of such consumers.

Psychologists classify the first type as an active consumer who knows what he wants, that is, he is conscious about the upcoming purchase. The second category includes a consumer with conscious needs, but the possibility of the emergence of unconscious needs is allowed. That is, in other words, the consumer may change his mind for various reasons. And the third type includes a consumer who does not have specific needs for a particular product (service) and does not have internal conditions for this. That is, we can conclude that the mechanisms of psychological influence on the consumer are based on the search for existing buyers of a given product or potential consumers.

When we talk about studying consumer needs, we mean a whole problem facing advertising psychologists. And it requires a solution, like most other problems, since it is the main one among others. Here it is important for psychologists to separate innate from acquired needs; since the former cannot be changed, the latter can be influenced. But psychologists do not give a clear answer to this question. Some believe that human needs are shaped by advertising, others believe that needs shape advertising as such.

For a final note, psychologists in the field of advertising studies, A.N. Leontiev. The concept of “objectification” was introduced, that is, the embodiment of innate human needs by advertising. But in a number of cases, such “objectification” has the opposite effect, not in favor of the product, since a person, drawing on his personal past experience or the experience of other people, comparing the price and quality of the product, is already wary of purchasing this particular product, in some cases socio-psychological attitudes, which were already mentioned earlier, are in effect.

As already noted, advertising activity is a whole complex that has a certain structure, that is, types. One of these types is the psychology of advertising and propaganda in the media. Propaganda, therefore, is also a type of advertising activity. Psychologists use the term “propaganda” to mean “a method of psychological influence on the population through the media and communications” (18, p. 256). A distinction is made between commercial and political propaganda.

Their main difference from each other is that political propaganda gives not only positive assessments, but also negative ones in order to destroy a competitor. When identifying the goals of propaganda, its commonality with advertising should be noted. In fact, commercial advertising and propaganda are just different forms of advertising communications. The main purpose of propaganda is to impose opinions. It can be open (speech by a party member before the people) or hidden (leaflet, brochure). The difference between advertising and propaganda is that in traditional commercial advertising, in order to test a product, you need to buy it, and in propaganda, information is listed that a person may never encounter.

Another important significant similarity between advertising and propaganda is that in propaganda, an opinion imposed on a person makes him a propagandist, the same effect is observed in advertising, when a person who bought a thing becomes an advertiser, according to Professor O. Feofanov, a special role in Propaganda is played by so-called institutional advertising, that is, advertising not of goods or services, but of the companies that produce them. And another significant point, according to psychologists, is that advertising, like propaganda, often does not think about the benefits of the advertised product (in advertising) and the idea (in propaganda), that is, it is not always possible to say that or another idea or product may satisfy an immediate consumer need. Propaganda can often be mistaken for political advertising. But it is still advertising, because it creates a certain positive image of a particular politician or party.

For this purpose, a whole concept was introduced - image-making (literally - creating an image, an image). The difference between political advertising and commercial advertising is that in the first they focus primarily on content, in the second - on form. But both political and commercial advertising are united by the same idea, which is that you need to do (say) not what you can do, but what people need.

Means of psychological influence on the consumer. We've looked at the different types of marketing and advertising communications, but we haven't talked about where they're best placed. For this purpose, there are mass media (media), as the most effective means of influencing the consumer by advertising. There are several types of advertising in the media: television, radio advertising, and print advertising. There are other means, such as outdoor advertising or advertising on transport, advertising on the Internet. Television advertising occupies, perhaps, the first place in the popularity of viewing it by consumers. It has a number of advantages over other types. Firstly, she has a very large human audience, which she influences almost around the clock; secondly, it has a high speed of information transfer; thirdly, the advertiser can exercise control over advertising (at what time and with what frequency it should be shown); fourthly, television, with the help of color, sound, and movement of images, ensures a high degree of involvement of the viewer in what is happening on the screen. According to a number of specialists in the field of advertising studies, television generates a symbolic “reality” that creates a situation “next to each other, but not together.” With the help of language and visual images, television makes a person a participant in events taking place on the other side of the planet, giving rise to the phenomenon of “authenticity of a television event” (20, p. 5).

One of the main problems facing psychologists in the field of studying advertising today is the problem of the influence of television advertising on viewers, on the changes that occur under their influence in individuals and society as a whole. Often television advertising carries negative consequences that affect children and adolescents and can provoke suicide attempts or any mental disorders (hysteria, paranoia, etc.), which were already mentioned earlier. We will dwell on this problem in more detail in the last part of our work, when we talk about the influence of advertising on culture and society. In the meantime, let's return to considering the following types of advertising in the media. The next type is radio advertising.

Compared to television advertising, it has a number of disadvantages, in particular, we can only hear the information being transmitted, but not see it; however, radio advertising also has a fairly large audience of listeners. But in many respects it is inferior to television advertising. Therefore, the effectiveness of advertising depends on sound characteristics: the form of presentation of the advertised material, the timbre of the announcer’s voice, the frequency of repeated radio messages.

The next type of advertising in the media can be called advertising in the press (newspapers, magazines). Advertising in the press is conventionally divided into advertisements and text materials (articles, notes, reports, interviews, etc.). A group of American researchers (18), based on studies of the motivation of readers of newspapers and magazines, and, consequently, consumers of advertising placed in the press, made several important conclusions:

• 1) Through the newspaper, people identify society as a whole:
• 2) Newspapers (magazines) help a person not to feel cut off from the world around him;
• 3) The authority of the newspaper (magazine) is reinforced by the belief that, unlike the means of disseminating information that rely on the fleeting spoken word (TV, radio), it is to some extent responsible for everything printed, and claims can always be made against it;
• 4) Newspaper (magazine) advertising is familiar due to direct contact. There is a deep-rooted belief in society that newspaper advertising is practically suitable for immediate use. The next type of advertising in the media is outdoor advertising. This is the oldest type of advertising, which still remains one of the most common in advertising of goods and services.

Among the means of outdoor advertising are the following: billboards, various installations of illuminated advertising, electronic displays and newspapers, tickers, signs, signs, advertising on transport and others. A characteristic feature of outdoor advertising is that, like television advertising, it has a large audience, and this simplifies the solution of the tasks assigned to it - relatively inexpensive and at the same time mass contact with advertising consumers. It is distinguished from other types of advertising in the media by the absence of a specific target group of users and the inability to track their reaction to advertising immediately. Advertising on transport (transit) - a subtype of outdoor advertising - is good for its mass appeal, that is, it will reach everyone who happens to be on the street. The disadvantage is the same - the lack of a specific target group of consumers. Therefore, with the help of advertising on transport, mainly consumer goods are promoted. Such advertising has an exceptional advantage over all other types - a continuous impact on the same audience for 10 to 20 minutes or more during the trip. There is another type of advertising - souvenir advertising - these are T-shirts, pens, calendars, bags with the brands of the manufacturing companies of the goods advertised on them. They work the same way as bulletin boards and signs.

But before releasing an advertised product to the masses, that is, in the media and directly to the market, advertising psychologists draw up a plan that should answer a number of important questions. This process is called media planning. Among the questions of this plan are the following:

• 1. How many potential buyers should be reached with an advertising message?
• 2. In what specific advertising media should the advertising message be placed?
• 3. How many times a month should a potential buyer see them?
• 4. When is the best time for advertising to appear?
• 5. Which region or area is it advisable to cover with advertising?
• 6. How much money should be allocated for each advertising medium?

If this plan was drawn up correctly and all possible needs of potential buyers, their lifestyle and other criteria were taken into account, then, consequently, the successful promotion of the product to the market and its consumption depends on a successful plan.

Svetlana Rumyantseva

The main goal of advertising is to interest the consumer and push him to buy the advertised product. But often the potential buyer resists the influence and does not want to make a purchase. How to influence a person to encourage him to take action and not cause irritation? This is where advertising psychology comes to the rescue.

Advertising psychology is a separate branch of psychology that deals with the substantiation of theoretical and practical ways to increase the efficiency and effectiveness of advertising materials by influencing mental processes and phenomena. Advertising has become an integral part of everyday life, it can be found anywhere: on television, on the radio, on the Internet, in newspapers and magazines. Modern cities are satiated with outdoor advertising: billboards, banners, banners, on transport, advertising on street screens. There are various ways to influence an audience with one goal - the buyer must buy a product or service.

The main types of psychological influence on a person are information, persuasion, suggestion and motivation.

Information method

The most neutral method of influence. Information does not have an emotional connotation, does not address the consumer’s personality and does not concern the value system, needs and interests. The main purpose of information is to imprint advertising material in memory. These methods of influence include advertisements in the form of columns in newspapers, magazines, websites. Information about sales, supply, and demand is displayed there. The influence of advertising on the psyche of the human consumer with this method is minimal.

Persuasion method

The main method of psychological influence of advertising on a person is persuasion. The main task is to convince potential buyers of the advantages and uniqueness of the advertised product and the need to purchase it. Persuasive advertising is the most aggressive type of advertising, the main task of which is to create consumer demand for the product offered.

The main goal is achieved by convincing the buyer of the need, the need to purchase the product with the help of reasoned evidence. The product is characterized from the best side, distinctive features and opportunities to satisfy the desires of potential buyers are revealed. But the persuasion method only works if the consumer is interested in the product. Then it is much easier to convince them of the need to purchase this particular product.

Basic Persuasion Techniques

Interests and needs of buyers. Quite an effective method. Observation is often carried out of the main interests, desires, and problems of potential consumers, which later form the basis of the proposal. The main needs of the target audience are included in the slogans of goods and services.

Novelty of the advertised product. People pay attention to new products more often; this arouses interest. Therefore, to attract the attention of buyers, advertising of already known products highlights new characteristics or properties.
Problem situation. Advertising creates a certain problematic situation. A solution question is raised that arouses interest. This approach encourages thinking about possible ways to solve the problem. And, of course, the advertisement offers an “ideal” option that will fully satisfy the consumer’s needs.
Complicity. This method is most often used in television advertising. Advertising is addressed to the viewer, appeals are used (you, you), offers to participate, test the product in action and make sure of its effectiveness. Often advertising is filmed in the form of a report from the scene, which makes the buyer an accomplice of what is happening.

For “advertisers” whose task is to create advertising that sells well, in addition to methods of influencing people, it is important to know and special figures of speech that enhance the impact of advertising. One of the most popular figures of speech that helps convince of the need for a purchase is antithesis. This slogan is short enough to be easier to remember, using a contrasting technique that helps focus on the benefits of the buyer. Examples of Persuasive Advertising:

We work - you rest (“Indesit”)
You love us - we kill you (anti-tobacco advertising)
Kvass – yes, “chemistry” – no! (kvass “Nikola”).
Thirst is nothing, image is everything! (Sprite drink).

Suggestion method

As a rule, this is the intentional or unintentional impact of one person on the psyche of another. It can be hidden or with the consent of the suggestible. The main difference is lack of adequate awareness of the information presented. This method of advertising influence does not work on all people. Everyone has a different degree of suggestibility, receptivity and ability to obey.

The higher a person’s level of knowledge, the richer his life experience and competence, the more difficult it is to instill something in him.

Conducted studies prove that it is easier to indoctrinate people with a low level of education and young people. Women are more suggestible than men, this is due to the natural characteristics of the female psyche. Suggestion is aimed at a person's ability to perceive information without providing facts or evidence.

Use of keywords. In advertising that is aimed at suggestion, specific and figurative keywords are used. They must be understandable, so that when they are pronounced, a clear picture emerges in a person’s mind. All this increases significantly. But abstract phrases can confuse or remain completely incomprehensible to the consumer.
Use of epithets. When describing products, high-quality adjectives are used that characterize the product from the best side, which forms the consumer’s positive attitude towards the advertising product.
No negative particles. At the psychological level, particles “not” or “no” repel a person and cause suspicion and doubt. To convince the buyer of the need for a purchase, you should instill confidence and hope for a good result. Any negative statement can be turned into a positive one. For example, “you don’t want to get sick” should be replaced with “you want to be healthy.”
Certain dynamics of speech. One of the most important advertising techniques. The impact can be increased by:

A high rate of speech is an indicator of intelligence, and therefore attracts listeners. But we should not forget that a person must understand it and perceive what they are trying to convey to him. According to psychologists, people perceive a low male voice better.

Method of inducing purchases

All techniques and methods of psychological influence of advertising on the consumer ultimately come down to one thing: encouraging a person to buy. The goal of this method is to evoke the desired reaction to the advertised product or service, which will ultimately encourage the buyer to purchase the product. Since the purpose of this type of advertising is to attract customers and purchase, it uses a clear message for the consumer in the form of an motivating slogan.

Some people develop resistance to advertising over time.. But advertising specialists foresaw this phenomenon too. Special impact techniques have been developed for such an audience.

The command replacement method is used. For example, if earlier there was a command – “buy”, now – “everyone is buying, people are buying”, etc.
Creates the illusion of choice. The buyer is offered to choose from several modifications of one product, which in any case is beneficial to the manufacturer.
The command contained in the question. Instead of directly voicing a command, questions are used that encourage action. They do not give an answer, but hide the command.
Attracting popular personalities to advertise a product. A well-known advertising move. Some celebrities endorse all kinds of products. Artists, athletes, singers project success onto the advertising product. This is aimed at a wide audience of fans. They want to imitate their idols. Choosing a popular person cannot be wrong, so the buyer does not need to think twice. When purchasing a product, the consumer will feel on the same level as the star.

There are also phrases and even individual words that encourage purchase. For example:

“Offer valid only until...”
“Until the end of the promotion remains...”
“...and you will receive as a gift...”
“The number of places (products) is limited”
“Order the product right now and get a discount (gift, promotional code, etc.)
"Money Back Guarantee"

Advertising specialists always make sure that it becomes effective. By choosing any form of advertising, they try. High-quality advertising brings aesthetic satisfaction and evokes positive emotions. It should be memorable and easy to understand for the target audience.

Advertising Performance Levels

The first level of psychological effectiveness of advertising. Potential buyers do not want to purchase the advertising product. There is a desire to get rid of the obsessive influence. They ignore commercials and advertisements in print media. In such cases, the manifestation of negative feelings is possible: hostility, indignation, dissatisfaction, irritation.
Second level of advertising effectiveness. Potential buyers remain indifferent to product advertising; it evokes absolutely no emotions. The consumer does not want to buy the product, use the service, and often does not even remember what was advertised. He's not interested.
The third level of psychological effectiveness. There is already interest here. Product advertising creates curiosity and attracts attention. An interested viewer only highlights the plot of the video, but not the product itself. He has no desire to buy the product or service offered. Advertising exists separately from the object. The buyer does not associate advertising with the product.
Fourth level of efficiency. Advertising arouses interest and attracts the viewer's attention. In this case, the potential buyer remembers the plot of the video and the product itself that is being advertised. The consumer is thinking about purchasing a product, but is not ready for an immediate purchase. He needs to reflect and perhaps the result will be positive and advertising will effectively fulfill its function.
Fifth level of psychological effectiveness of advertising. Advertising arouses keen interest among potential buyers. When watching, representatives of the target audience experience pleasant emotions; they pay attention not only to the plot, but also to the product. There is a desire and desire, no matter what, to purchase the advertised product or use the offered service.

Non-standard advertising

In recent years, advertising has become an extremely popular phenomenon in the world, so it is not surprising that new types and forms of advertising appear every year. In particular, viral advertising and non-traditional advertising media are very popular. Viral videos can bring unprecedented popularity for little money. and the desire to buy a product or service from the desired target audience. Among the non-traditional advertising media you can find anything - from trees and benches to people! Advertising in public, as a phenomenon, has existed for a long time, but only in the modern world can it sometimes “shoot” better than multimillion-dollar advertising on TV. Firstly, due to its originality and creative approach of the creators. The most popular and effective advertising on people is advertising on clothing and body art.

Conclusion

In recent years, special programs have been created and courses on advertising psychology to improve the qualifications of specialists in this field. Every specialist wants to ensure that advertising meets the fifth level of psychological productivity and fully fulfills its objectives. After all, the main thing is the end result and positive emotions of the consumer.

17 March 2014, 12:54

McDonald D. used psychometric methods to identify 6 types of buyers:

• - evaluators - are interested in finding the optimal price-quality ratio;
• - fashionistas - interested in the latest models, focused on their own image;
• - loyal - constantly buy products from the same respectable companies, pay attention to both quality and image;
• - lovers of variety - fickle, capricious and inconsistent;
• - buyers on vacation - appreciate the pleasure associated with purchasing;
• - emotional - often confused, impulsive and unsystematic in their preferences.

Advertising is the transmission of targeted information about services and goods, about their manufacturers, which has the nature of persuasion. One of the most important aspects of advertising is to awaken a potential audience's desire to buy a certain product. Therefore, the vast majority of advertising is designed to be persuasive in nature in order to attract new adherents to a product or idea. It is believed that advertising is, first of all, a set of words and graphic images with the help of which the consumer is influenced. Although it is obvious that words and images addressed to a person do not automatically become actions, if it were different, then children would always obey their parents, students would obey their teachers, subordinates would obey their bosses, and crime would not exist. In reality, we rarely pay attention to even very correct advice, but listen only to those that correspond to our worldview and needs. Currently, the vast majority treat advertising as an annoying fly, which is brushed aside by switching the TV channel, scrolling through a magazine, ignoring on transport and on the Internet. However, it is impossible to imagine a picture of the modern world without advertising - it has become an integral part of our lives and has become an integral function of society. Advertising is increasingly interfering in a person’s life, controlling him at conscious and unconscious levels. Interestingly, awareness of the need does not always occur. The need may remain incomprehensible, but in any case a person forms a goal, an object to which he strives in the hope of getting rid of emotional anxiety and experiencing pleasure. Motivations can also be unconscious, for example, attraction, attitudes, frustration states, deep suggestion (hypnotic suggestions). Optimal advertising text ensures the transition of desire into a conscious motive, focusing the consumer’s attention on those properties of the need that make it identifiable. The advertising text should instill in the recipient an optimistic mood, convincing the recipient of the possibility of overcoming obstacles. The means of psychology used in advertising in modern conditions are varied, many of them are technically advanced, have a complex classification according to purpose, place of application, nature of use, degree of emotional and mental impact on people. Advertising activities widely use methods and means of psychological, emotional and intellectual influence on people, since advertising is a socio-psychological phenomenon that affects the hidden corners of the human soul. Any type of advertising in the media - print, television or radio advertising - uses a variety of psychological techniques to “touch a nerve” of a potential consumer. This impact is carried out by combining ideas about this product with our deep and basic needs (not only physical, but emotional). The advertisement contains a hidden message that purchasing this product will not only be beneficial and enjoyable, but will also make us better and happier than we really are. Let's look at the methods used in advertising to manipulate public consciousness. - Information method. Some types of advertising provide information about a product and product, trying to influence beliefs - an integral element of our attitudes. Such advertising explains what the product is intended for and describes its properties. Newspapers and magazines are ideal for this type of advertising. The most commonly used method of appeal or advice is to save money or get a better service or product. The feeling of getting a good deal is a powerful motivator when you decide to buy something. This is such an effective method that specially price lists with inflated prices are often issued, and prices are given in advertising that are much lower. The buyer will never be destined to find out that no one was ever going to sell him the goods at a significantly inflated price. - Emotional method. Advertising often affects the emotional component of our attitudes. Influencing emotions is the best way to influence our behavior. For example, many advertising videos and posters appeal to our love for friends, family, good times and the feelings that come with them. Advertising, turning to us, asks: “Call your friends - prove your love to them, buy diamonds, perfume, cars, perfume - show how much you love and appreciate them, sit with friends, drink beer - have a good time " Products become tangible evidence of care and love for people. The more closely a product is connected to our natural positive emotions, the more effective the advertising will be.

When advertising a product is associated with entertainment - this is also an emotional method, advertising thus awakens in us emotions associated with family and the feeling of love. This method is clearly visible in advertising for beer, soft drinks and children's products. When vacationers, a beach or a ski lodge, or a bohemian party appear in the frame of a video clip, all this evokes anticipation and memories of the holiday in people’s memory and imagination. So gradually this product from the advertising clip becomes an integral part of the activity and, more importantly, an integral part of the feelings associated with this activity. Certain cultural symbols in advertisements evoke warm feelings in viewers, and these feelings are transferred to the advertised products, as expected by the creator of the advertisement. There is a kind of substitution of the associative series: a holiday - joyful emotions, an advertised product - joyful emotions. A boy and his dog, a grandmother baking apple pie, a picture of the national flag, a family coming home are all examples of such symbols.

These symbols appear frequently in advertisements of all kinds. When we combine a particular product with the positive feelings evoked by a cultural symbol, a whole chain of associations is evoked. Even the name of a product can influence our feelings and attitude towards the product, especially if the name is a significant word in our native language. Also, one of the main feelings that is actively influenced by advertising is the desire to be young and attractive to people of the opposite sex. “Buy this shampoo, perfume, cream, etc. and you will become desired and loved.” The most effective sales method is one in which it is described that the product can provide a person with a good psychological state and satisfy his personal needs. Also, the influence on the individual can be carried out through the natural human desire to be part of society - “all mothers trust”, “good housewives use”, “all children love”, “a real man buys” - in our minds we, depending on situations, we automatically assign ourselves to one group or another, falling into the advertising trap “you are with us only if you have THIS.”

Often the psychological method is used to give the viewer a feeling of their own uniqueness or the uniqueness of a new thing. Interestingly, this method is especially common for large corporations that are struggling with the image of huge, faceless and indifferent institutions. Related article: Spasmodic dysphonia. Etiopathogenesis.

Methods of therapeutic and correctional influence - Patriotic methods. Appeals to national pride are quite common in advertising. Such appeals often appear in advertising during the quadrennial Olympic Games and the World Cup. From the point of view of advertising, love for the motherland and patriotism are located in the sales market, and not in the head office of the company. Sometimes individual international events are reflected in advertising products. After the invasion of Afghanistan by Soviet troops in 1979, a wave of anti-Soviet sentiment arose in the United States. One of the Turkish vodka manufacturers has launched a campaign of "revolutionary vodka without revolution." But when nationalism crosses the line into tasteless chauvinism, it becomes commercially meaningless. Method of awakening fear. This type of advertising creates in the viewer's imagination a threat and fear of what could happen to a person if he does not purchase this product.

This advertising is considered the most popular in Russia, and has a great effect on the Russian consumer. An example of an advertisement: a child gets sick because he did not take a certain type of vitamins, or when an advertisement for the latest computer tells viewers that this particular computer is an effective means of teaching a child at school. Naturally, any parent wants his child to be healthy and successful - this has a subtle and at the same time powerful effect on the feelings of guilt and fear that every father and mother has. It happens that such a call is not veiled in any way, this especially often happens if the advertised products relate to the safety of children. This appeal to the parental instinct, such as caring for one’s offspring, playing on the feeling of responsibility for children is most often used in advertising. Psychological research on persuasion shows that appealing to fear can have a variety of effects as a result. Experts in the field of social psychology and advertising have long come to the conclusion that a certain optimal level of fear is needed, then persuasion will be most effective. A weaker impulse will not have the desired result, and overly aggressive advertising can cause the opposite effect - disgust and defense mechanisms will turn on, then the advertiser’s “message” will not reach the viewer. Appealing to the feeling of fear in advertising is effective, but it must be handled very carefully. But with all the variety of methods, predicting the success of planned advertising is not easy, since all people are individual. Each of them behaves differently, which makes the behavior of the mass consumer almost unpredictable. The advertiser’s activities in influencing consumer behavior are further complicated by, firstly, people’s constant changes in their opinions, beliefs and tastes. What we liked the last few years may lose its appeal tomorrow. Secondly, some people's behavior is inconsistent and unpredictable. Thirdly, people often cannot explain their own actions. Any woman can say that she bought a dress out of necessity, or that it cost a third less, when the real reason may be completely different. Often we do not understand why we behave the way we do, and if we understand the real motives for our behavior, we are afraid to express them. Our motivation refers to the internal drives that underlie a consumer's purchasing actions. These impulses stem from the need to reduce one’s needs and satisfy one’s “wants” that arise in the process of life. Unfortunately, motivation cannot be observed directly.

Often, decision making is determined by a whole combination of motives. The reasons that a person stops buying goods from one company and switches to another can be different: close proximity, a richer assortment, more successful advertising from a marketing point of view. There can be many reasons for a buyer to switch to the products or services of another company, even if the prices for some goods are lower in the first case. People have different needs and desires, and therefore different motivations. Understanding needs is difficult; the same need can be satisfied in different ways. Similarly, the same product must satisfy different needs of people, and it is not always clear what particular need or desire a given product satisfies. In addition to internal ones, consumer behavior is subject to many external influences emanating from the family, social and cultural environment. His family has a huge influence on any person.

Our attitudes and beliefs regarding morality, religious views, politics, and interpersonal relationships are formed primarily in the family. From an early age, our family instills in us consumer views - our attitude towards goods and our consumer habits. Food preferences, in particular, are formed based on the food a person eats as they grow older. If from an early age a person is accustomed to the fact that headaches should be treated with the product “Ъ...”, and household appliances should be from the company “Y...”, then even an adult’s purchasing habits will most likely remain unchanged. In recent years, family influence has diminished as working parents are less involved in raising children who seek social value outside the family circle. The influence of “authorities” on the consumer is also great. “Authority” is a person or organization whose attitudes or opinions are considered correct by those people who have common interests with the former in a certain field of activity. Authorities exist in all areas (sports, religion, economics, fashion, finance, etc.). We reason like this: “If so-and-so (or so-and-so) believes that this is the best cosmetics, then it is so. She (he) understands this better,” etc. For this reason, media personalities are so actively used in advertising; large commodity producers often resort to their “services.” The influence of cultural heritage and traditions on the consumer is also very great. Americans eat large quantities of hot dogs, peanut butter and apple pie. In Europe you can buy hamburger sandwiches, but they will have a different taste, and you may not find a chocolate milkshake at all. The populations of the United States and Canada are a conglomerate of nations, with some of these subcultures based on race, national origin, religion, or simply geographic proximity. The advertiser must understand the nature of such subcultures, since cultural differences can greatly affect the reaction evoked by a particular product or its advertising. Representatives of these subcultures pass on their views and value systems from generation to generation. Racial, religious and ethnic groups have their own basis, which influences the formation of preferences regarding clothing, food, drinks, personal hygiene and household items, not to mention much else. Today, advertising agencies specializing in minority markets are booming, and companies are realizing that appealing to special interests often works well. Thus, external influences on the consumer are just as important as internal ones. Awareness of all these factors helps market specialists create the strategies on which advertising is based.

The nature of man, his essence, has been of interest to scientists for a long time. Despite the fact that there is no consensus among researchers about what human nature is, marketers have long been convinced that using special methods it is possible to influence people's behavior. But what makes a person behave the way he does? Genetics? Culture? Society? Maybe. But much also depends on the character and a number of certain characteristics of a particular individual, such as age, gender, location, and so on.

Doctors and psychologists began studying human behavior in the late 19th century. These studies have made a real revolution in the understanding of what exactly influences human actions. Therefore, the new science was adopted by smart marketers who began to apply the methods of social psychology in their work. Their goal was to increase sales, which is understandable.

Many tactics used since the early 20th century still work well today, but neuroscience research has added several other factors, such as color, sound and visuals. In order to convince a potential buyer of the need for a purchase, you need to create in him an emotional need to perform an action, and this can be achieved using effective methods and techniques. FreelanceToday presents to your attention 4 tactics for influencing consumers.

Emotional attraction of color

Early marketing was largely black and white in terms of color impact. Advertising in newspapers and on television, despite this forced limitation, still worked well, but with the advent of color everything changed. Marketers were faced with a new challenge: they had to figure out which colors were best suited to their target audience. And with the help of such science as psychology, they coped with this problem perfectly. To date, a huge number of studies have been published related to the psychological triggers of color. The infographic below shows exactly what criteria marketers use when choosing the color scheme of a brand or product.

Any color or shade evokes certain emotions in a person, that is, we can say with confidence that color can influence behavior. What the main color scheme of the advertising campaign will be is determined by the characteristics of the market in which the product operates. In this case, the correct choice of color is of great importance.

Consider, for example, colors such as pink and purple. First of all, these colors are associated with femininity and beauty, that is, its emotional orientation is best suited for a female audience. The image below shows how Prevention magazine uses color to promote its fitness video course. Rich shades of purple and pink definitely attract the attention of women, but men get a clear signal that this product is not for them.

There are a number of other emotional triggers associated with words or placement of elements, but more on that later. For now, the conversation is about emotions. Why, for example, does Facebook use the color blue and its shades? The color blue is associated with trust and security, which is exactly what social media users need.

But if a brand is focused primarily on selling its products, it makes sense to use colors such as red or orange, as they can stimulate impulsive consumer behavior.

Words and visuals

As already mentioned, marketing techniques developed at the beginning of the 20th century still work great. Research confirms that 85 percent of purchasing decisions are driven by emotions, while only 15 percent are driven by rational thinking. Indeed, certain emotions clearly influence human behavior. Joy, excitement, a sense of missed opportunity, or humor can push the consumer to take the desired action. Negative emotions, such as fear, also work well. If a person feels that he is missing out on a big deal, it is difficult for him to think rationally, as he is very excited at that moment. This is a very effective technique that is used very often.

But it’s not just color that evokes emotions. Text messages and their visual design can also influence consumer behavior. Here's a good example of promoting a promotional message from Basecamp. Online project management tool Basecamp focuses on text content rather than color.

What do we see? Before us is a small banner that contains several emotional appeals. The emphasis is only on words and the most important word here is “chaos”. It is this word that immediately captures a person’s attention, as it contains a very powerful emotional message. Nobody likes chaos, and making a person feel what would happen if chaos were to infiltrate his projects, or even hint that such a threat exists, can push him to take action. Organizing chaos reduces fear because as one reads the text, one becomes convinced that Basecamp can be used to maintain control over one's work.

What goals did Basecamp marketers set for themselves? First of all, they needed to evoke the right emotions in the person making key decisions in the team. Of course, the target company will probably want to join the 5,000 other firms that joined Basecamp's audience last week. Because then she becomes part of a community of brands doing things right. In addition, the text contains a message of urgency, and the blue color of the action button appeals to a sense of security and trust. Well, the last emotional argument is completely irresistible - the message on the button offers a two-month trial period completely free of charge.

Humor and entertainment

If a person is in a good mood, his behavior is much easier to control. Marketers have long understood this and actively use humor in advertising. Humor in advertising messages allows you to reach a very large audience, since it is often understandable to a wide variety of people.

Here's how Virgin Airlines wished Americans a Happy Thanksgiving. In the promotional poster, we see an airport employee directing an airplane while holding two roast turkey legs, the symbol of this national holiday. Interestingly, the humor here is understandable not only to Americans; people living outside the United States also know about the custom of serving fried turkey on Thanksgiving Day.

Humor works very well on social networks, as users are primarily looking for entertaining content. Funny pictures and messages allow you to promote your brand without making the user feel like something is being forced on him. The brand is perceived as friendly, and users remember the name of the product or company better, since humor makes them laugh, and laughter is a strong emotion.

Psychology of placement

The way advertising message elements are placed also influences consumer behavior. When marketers work to create a flyer, poster, or web page, they inherently know that some design elements carry more weight than others. The weight is influenced by the color, size of the elements and, of course, their location. The main elements attract the viewer's attention, which is the goal of the marketer. If these elements do not consistently lead the viewer to the most important message, such as a purchase, the ad is considered ineffective.

You can find out how the user's gaze moves using heat maps; this technology works great in the case of web pages. Here, for example, is the Baby.com website page, its original design (left).

The map clearly shows that the main attention of users was paid to the baby’s face and only then they began to view the rest of the content. Marketers were not happy with this. As a result, an illustration was posted on the site in which a child seems to be looking at text content, that is, at what needs to be conveyed to the consumer. Red spots on the heat map indicate that the redesign was successful.

As you can see from the examples presented above, with the help of color, words, visual design and the correct arrangement of elements, you can have a psychological impact on a potential consumer. If marketers take all of these factors and emotional triggers into account when developing an advertising strategy, they can significantly increase their chances of success.