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Article

Интерактивность как фактор психологической эффективности рекламного воздействия.

Психология и экономика. 2013. Т. 6. № 2. С. 13-25.
Антонова Н. В., Савицкий А. В.

The problem of the psychological effectiveness of advertising and interactive advertising as a factor in its psychological effectiveness are discussed in the article. Psychological effectiveness of advertising is seen as a psychological attitude, which appears in the evaluation of advertising message by the consumer, and evaluation of object and source of advertising as credible, interesting, useful, and satisfying the needs. In the course of the empirical studies differences in consumer confidence to the ordinary and interactive advertising were not identified, however, it was found that interactive advertising contributes to actualization of a more active life position of the respondents, to the higher level of reflection and personal involvement in the advertising scene. Thus, the hypothesis about higher psychological effectiveness of interactive advertising was partially confirmed.