THE PSYCHOLOGICAL IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR: THEORETICAL AND PRACTICAL ASPECTS IN THE CONTEXT OF DIGITAL COMMUNICATION

Abstract

This scientific article presents an in-depth analysis of the psychological impact of advertising on consumer behavior in contemporary society. Advertising is examined as a complex socio-psychological phenomenon influencing individual and collective consciousness, emotions, motivation, values, and decision-making processes. The study explores key psychological mechanisms of advertising influence, including perception, attention, persuasion, emotional appeal, motivation, and subconscious processing. Particular emphasis is placed on the transformation of advertising influence in the digital environment, especially through social media platforms, personalized advertising strategies, and influencer marketing. The findings demonstrate that the systematic application of psychological principles in advertising significantly shapes consumer attitudes, purchasing behavior, and long-term brand loyalty.