Shcherba O. Consumer behavior under condition of formation and development of advertising space (sociological analysis).

Analysis of motivational theories of personality was performed. External and internal factors that have an influence on consumer behavior have been analyzed. Author considers segmentation of consuming and marked out types of consumers based on different criteria. Perception of advertising by consumers, their attitudes toward advertising and influence of advertising on behavior of consumers have been considered by examples of own researches. Author raises a question about non- adaptation of west advertising to our realism and accentuates that researching of consumer's regional diversity is necessary. Particularities of symbols and gender aspect that are represented in national advertising are discussed. Attention is paid to importance of forming consuming culture in Ukraine.