Влияние личностных особенностей на выбор товара, рекламируемого с преобладанием прямых или косвенных способов воздействия
We studied the influence of personal traits (ability to predict, conscientiousness, neuroticism, orientation to rational or intuitive thinking styles and value orientations) on consumer choice of goods, presented through predominance of central or peripheral advertising routes. Central methods of influence suppose that buyers process an offer consistently, consciously, fully assessing the properties of the goods and comparing them with their needs. Peripheral methods of influence suppose that buyers process an offer quickly, without thinking and evaluating emotionally purchase the goods. We suggested that rational cognitive style, self-control, emotional stability and the ability ability to predict would increase the probability of choosing a product presented with a predominance of central methods. Also, an exploratory study of the influence of value orientations on the choice of goods was conducted. We propose a new questionnaire to measure consumer choice. We examined 65 volunteers (45 women and 20 men), aged 17 to 23 years. Overall, we revealed that the use of intuition and the significance of some values influence the consumer's choice of goods.