Интерактивность как фактор психологической эффективности рекламного воздействия.
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.
The article presents the results of study dedicated to interrelation of trust, cooperative behavior and the size of the winning prize in the multi-way decision modified prisoner's dilemma. The experiment was organized using a specially designed computer program application. The study involved six groups of participants and each group was consisted of 7 players. The experiment consisted of a 15-series and included preliminary and final testing. The study found that the cooperative behavior within the members in the group had fallen down during the 11-series, but there was a tendency to continuously improving it. The trust level of an individual and his/her choice of cooperative strategy in the first series of the experiment are interrelated. Generalized trust is a rather stable construct, but it does not remain unchanged with the actual reduction of cooperative behavior.
It is known that charity, as with any social institution that depends on both external and internal factors. In this article the author analyzes the relationship of charity and the level of development of such internal factors as trust. The analysis was conducted on a global level and at regional level in Russia. The resulting lack of relationship to regional level and its presence in the world say that in Russia at the moment there is no required number of relevant data, based on which one could draw a conclusion about the level of philanthropy.
How seriously does the degree of trust in basic social and political institutions for people from different countries depend on their individual characteristics? To answer this question, three types of models have been estimated using the data of the fifth wave of the World Value Survey: the first one based on the assumption about a generalized relationship for all countries, the second one taking into account heterogeneity of countries (using introduction of the country-level variables), the third type applying a preliminary subdivision of countries into five clusters. The obtained results have been used for suggestion of possible actions to increase public confidence in the basic institutions.