Nikolska A. Socio-psychological factors influencing advertising texts on consumer purchasing intentions

The research presents the results of a study of the factors influencing advertising texts on consumer intentions. The relevance of the study is due to the need for psychological analysis of the impact of advertising texts on consumers, as most of the current studies do not take into account individual and typological characteristics of recipients of advertising, which negatively affects the quality of advertising communication and may have negative psychological consequences for society. Social psychology currently lacks a clearly defined classification of consumers, which would simultaneously cover the main manifestations of mental activity in the field of consumer behavior under the influence of advertising. Theoretical analysis of the researched problem is carried out, the advertising text is considered as a sociocultural phenomenon of communication, the purpose of which is the formation of purchasing intentions. Advertising text is understood as a complex text genre that should combine emotional, communicative, representative, informative and motivational functions. Cognitive (previous cognitive experience, the presence of clear beliefs and values derived from social living conditions) and emotional (ability to adequately respond to external stimuli) play a significant role in the understanding of the perceived advertising text.