№2 2015 (SUMMARIES)

PSYCHOLOGICAL, ECONOMIC AND SOCIAL EFFICIENCY OF ADVERTISING IN MODERN MARKETING COMMUNICATIONS

A. N. Lebedev

Modern state of researches in the sphere of psychology of advertising activity is considered. Nowadays a number of marketing communications is used in the world and domestic economy for goods’ and services’ promotion. The use of certain set of psychological techniques for influence on consumer reduces the meaning of notion of psychology of advertising for modern applied science and calls for elaboration of a new approach - psychology of marketing communications. Examples of experimental researches proving not only economical but also psychological and social efficiency of advertising activity are given; the problem of advertisement’s influence on person, society and mass culture is discussed in the article. The results of experimental studies of emotional assessments of commercial and social advertisements in altered states of consciousness (N = 124) and by people with mental pathologies (N = 120) are given; the results of correlations between consumer’s personal characteristics and their assessments of commercial offers under different marketing communications are presented (N = 180).

Key words: psychology of advertising, psychology of marketing communications, psychological influence of advertisement, economic, psychological, and social efficiency of advertising, economic psychology, experimental psychology, clinical psychology, psychology of decision making, psychology of consumer behavior, mental processes, advertisement.

STRUCTURE OF SUBJECTIVITY OF YOUNGER TEENAGERS WITH DIFFERENT LEVELS OF COMPUTER ADDICTION

E. N. Volkova, A. V. Grishina

The problems of personal development and computer gaming depending younger teenagers. The results of a study to identify the level of severity of computer game addiction in adolescents, and the structure of their subjectivity. Structure of subjectivity, as an integrative properties, expressed in the relation of man to himself as a figure in the active and conscious relationship to the world and to themselves in it, diagnosed by questionnaire “Structure of subjectivity younger teenager”. Structure of subjectivity is defined as the level of expression of its components: activity, awareness ability for reflection, freedom of choice and responsibility for it, the awareness of its uniqueness, understanding and acceptance of the other, self-development. For the diagnosis of gaming computer addiction teenagers using a specially designed questionnaire, which includes five major scales: emotional attitude to computer games; self-control in a computer game; goal orientation on a computer game; parental relation to a computer game; preference for virtual communication real. On a sample of 146 students aged 10 to 11 years established a significant difference between boys (N = 72) and girls (N = 74) in the level of computer gaming addiction. It was established that the game computer dependency more likely to have boys, girls are more characterized by enthusiasm for computer games. The features of subjectivity teens of different sex “dependent” and “enthusiastic” computer games. Younger adolescents with a high level gaming computer addiction have lower rates of these components of subjectivity, as the development of a conscious activity, capacity for reflection, the ability to understand and accept the other person. Describes the components of subjectivity, allowing to neutralize the negative effects of the existing computer game addiction in adolescents, reduce the risk of its high level.

Keywords: personality, teenager, younger teenage age, game, computer, dependence, questionnaire, standardization, game computer dependence, subjectivity.

PARENT-CHILD RELATIONSHIPS IN STABLE AND CRITICAL PERIODS OF CHILDHOOD

L. A. Golovey, S. S. Savenysheva, V. E. Vasilenko

This article is devoted to analysis of parent-child relationships in a stable and crisis periods of child’s ontogenesis. Correlations between parent-child relationships and severity of crises symptoms in three and seven years old children’s behavior were investigated. Mothers of 688 early age and preschool children participated in the study. Complex of methods aimed at various aspects of parent-child interaction (cognitive, emotional, behavioral) identifying and author's questionnaires of crisis symptoms were used. The study revealed intensification of parental attention and overprotection, increase in overcoming resistance and will suppression attitudes, and decrease in attitude to cooperation. It has been stated that ppeculiarities of parent-child interaction can strengthen negativistic symptoms of the both crises and neurotic symptoms of the three-year-old crisis.

Key words: parent-child relationship, stable and critical periods, three-year-old crisis, seven-year-old crisis.

OCCUPATIONAL HEALTH PSYCHOLOGY AS AN ACTUAL SCIENTIFIC DIRECTION

G. S. Nikiforov, S. M. Shingaev

The history and present state in the formation of a new direction in foreign and domestic psychological science - occupational health psychology is examined. The approaches to occupational health notion definition are discussed; the legitimacy of a holistic approach to the issue is justified. The systematization of occupational health’s criteria in accordance with physical, psychological and social levels of manifestation of human health is proposed. The concept of psychological support of occupational health is revealed by the example of managers’ professional activity. The prospects for the development of occupational health psychology as a scientific field are assessed.

Key words: occupational health, the concept of occupational health, occupational health criteria, psychological support of occupational health.

VALUE-MEANING FACTORS OF LIFE INTENTIONS OF PENITENTIARY INMATES

V. Yu. Khotinets, A. A. Kalinenko

The results of research of driving force (synthesis of needs and intellectual activity) of penitentiary inmates’ life intentions holding back deferred essential goals and resulting in realization of intentional activity on leaving jail facility are presented. By the example of imprisoned in conventional prisons (N=137) peculiarities of life intentions are revealed. The latter stated the gap and disagreement in affective (feeling of scarcity) and intellectual (concrete ways and means of goal’s achievement) components. Cross-cultural differences in life intentions and basic values of convicted (men attributed themselves as Russians and Finno-Ugric people - Udmurts) are revealed. By means of ANOVA such predictors of potential for realization of life intentions of convicted as value and subject’s activity along with ethno-con- fessional values and religious meanings have been revealed.

Key words: affective and intellectual components of intention, potential for life intentions realization, cultural values, life meaning orientations, value-meaning predictors, values of subject’s activity.

I.M. SECHENOV’S THEORY “REFLEXES OF THE BRAIN”: MANIFEST OF RUSSIAN OBJECTIVE PSYCHOLOGY

V. A. Kol’tsova, A. N. Zhdan

The article reveals the contribution of I.M. Sechenov to the creation of national scientific psychology. Main propositions of I.M. Sechenov’s reflex theory of mind, which substantiate the need for psychology’s integration into the mainstream of natural scientific knowledge and the study of psychic phenomena on basis of objective method, are considered. Sechenov’s understanding of fundamental principles of psychology, including: the subject of psychology - the science about the origin of psychic phenomena; the role of mental as a central link in behavioral act as the regulator of people’s acts and deeds; method of studying mentality - objective genetic research are analyzed. Special attention is paid to the disclosure of Sechenov’s views on interdisciplinary communication and interaction of psychology and physiology in mental cognition. The fundamental difference between the interpretation of the behavior by I.M Sechenov and D. Watson behavioral model is revealed. The importance of ideas of I.M. Sechenov for modern psychology is substantiated.

DEFINITION OF OBJECT DOMAIN IN SOCIAL PSYCHOLOGY AT THE STAGE OF ITS FORMATION IN THE USA

E. A. Gorshkov

Philosophical approach to understanding of object, tasks and methods of American social psychology at the end of XIX - beginning of XX c. is analyzed. Special attention is paid to analysis of J.M Baldwin’s and C.A. Ellwood’s works which had an influence on development of socio-psychological knowledge in the USA, favoring its popularization and formation of social psychology as an independent discipline. Distinctive peculiarities of philosophical approach, basic ideas in interpretation of socio-psychological phenomena by American scientists are examined. Recognition of necessity of joint study of person and society, search for practical application of socio-psychological researchers’ data are defined as important achievements in socio-psychological problem stating at the stage of science formation. Limitedness of research methods, lack of attention to empiric data, speculative character of theoretical researches, dependence of social psychology (its inclusion into psychology and sociology) are marked as the main shortcomings of the analyzed approaches.

INTERRELATION BETWEEN WORK INTERESTS AND ORGANIZATIONAL BEHAVIOR OF EMPLOYEES

T. N. Lobanova

New classification grounds for assigning of characteristics and types of interests are proposed, the typology of interests actual for employees is offered. Structural model of employee’s interests that can be used for researches in organizations by managers and by psychologists as well is presented. Socio-psychological aspects of contradictions in employees interests in organization are analyzed (N = 130), correlations between interests and efficiency of work activity are revealed (N = 30). Contradictions between different groups (intergroup, corporative) and contradictions between corporative and civil interests are considered as the most significant types of contradictions. The designation of work’s perspectives, stimulation of creativity, complexification of the work due to new tasks’ developing, conformation of feeling of success on-stream, creation of comfortable conditions for development are specified as the way to form stably useful and socially significant employees’ interests.

THE DARK TRIAD PERSONALITY TRAITS MEASURE: APPROBATION OF THE DIRTY DOZEN QUESTIONNAIRE

T. V. Kornilova, S. A. Kornilov, M. A. Chumakova, M. S. Talmach

Approbation of Russian language version of the Dirty Dozen questionnaire aimed at measurement of sub- clinical personal traits forming so-called Dark Triad - Machiavellianism, Psychopathy, Narcissism - was the purpose of the work. 362 participants aged 17-62 (M = 24.68, SD = 7.16; 123 male and и 239 female) took part in the research. Diagnostics methods Dark Dozen, Narcissistic traits, Mac-scale, the Levenson Self-Report Psychopathy Scale, Scale of Psychological Reasonableness, T.V. Kornilova’s New Questionnaire “Tolerance for Ambiguity”, McLain’s MSTAT-II, D.V. Lusin’s EmIn Questionnaire, A.V. Karpov’s Reflexivity Questionnaire and R. Sternberg’s method “Creative Titles” were used in the research. Three factors structure of the Dirty Dozen Questionnaire was confirmed by means of confirmatory factor analysis; its scales showed satisfactory reliability and convergent validity (with respect to other questionnaires). It was shown that levels of psychopathy and machiavellianism are higher in men than women. Psychopathy correlates negatively with emotional intelligence and scales of psychological reasonableness but positively - with creativity and tolerance for ambiguity. The results make it possible to state that the Dark Dozen is the first valid Russian language diagnostics instrument for simultaneous measurement levels of personal characteristics of Dark Triad.

ON THE PROSPECTS OF RUSSIAN PSYCHOLOGY FOR RUSSIAN SOCIETY TASKS’ SOLVING

A. S. Chernyshev, S. V. Sarychev, S. G. Elizarov

The paper deals with the discussion on series of articles by A. Zhuravlev, D. Ushakov, A. Jurevich “Perspectives of psychology in solving the problems of Russian society”. The social relevance, perspectives, the level of methodological, theoretical and technological justification and optimization of the psychological conditions of development of Russian society is assessed. The heuristic theoretical constructs of the mentioned series of articles and its implementation in domestic psychological theories in new conditions is overviewed.

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