The Psychological Effectiveness of Interactive Advertising
The problem of psychological effectiveness of interactive advertising is discussed in the article. Psychological effectiveness of advertising is considered 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 consumer’s needs. Trust and proactive position (or personal involvement) are considered as the main criteria of psychological effectiveness of advertising. The purpose of the study was to compare the psychological effectiveness of interactive and non-interactive advertising. The hypothesis was that the psychological effectiveness of interactive advertising was higher. To test the hypotheses, an experiment was conducted. The results of the experiment showed that there were no differences in consumer’s trust to the non-interactive and interactive advertising; however, it was found that interactive advertising contributes into actualization of a more active life position of the respondents, to the higher level of reflection and personal involvement in the advertising scene. We can conclude that the hypothesis about higher psychological effectiveness of interactive advertising was partially confirmed.