Simulation of psychosomatic processes in advertising
Authors: Golda N. , Pinak I. , Falovych V. 
Published: November 2020

The features of advertising psychology are investigated and the mechanism of its influence on consumer behavior is simulated in this paper. The basic models of perception of advertising information are considered and supplemented. Advertising has social, cultural, psychological impact on society, as it does not act as a manipulator of public consciousness, but contributes to the formation of relevant, aimed at self-development needs. It gives people knowledge, new experience, enriches their lives. Socio-psychological methods are widely used in advertising making it possible from a qualitative level to choose consumer characteristics of goods, to create the idea about this product consumers. While working on the advertisement production, it is necessary to take into account national trends in psychological theory: perception, memory, thinking, speech. This approach contributes to the creation of advertising product related to the desired image, expressing the right thoughts and is available to the audience for which it is created. In modern society, advertising technologies are widely used for the solution of various problems. We can speak a lot about the advertising psychology, as it directly participates in the formation of psychological attitudes, motivations, images. In order to investigated the effect of advertising message, the psychological mechanisms of the perception process are simulated. This includes the following components: stimulus, attention, interpretation and cognition. Psychological aspects of the process of advertising appeal perception explain how advertising informs and convinces. If we draw a parallel between the goal of the advertiser and the goal of the consumer, then using psychological approach, we get a conformity that takes into account advertising models. Advertising should be based on various advertising models that take into account consumer psychology, because the result achieved by advertising depends directly on the degree of psychological effectiveness of its impact, as the creation of advertising products should contribute to the harmonious development of society, national culture, education of future generations on own spiritual and cultural values, to form the priorities of their own state. In addition to simple advertising principles, there are a lot of more precise mechanisms of advertising effect, based on knowledge of psychology. Simulation of advertising communication processes makes it possible to demonstrate clearly the multi-stage nature of this process, which requires certain assessments for the determination of the effectiveness of advertising impact on consumer behavior. It is noted in this paper that simulation makes it possible to demonstrate clearly the multi-stage process of perception, to build a certain analogue that reflects the real situation and provide necessary information. Modern advertising tries to create conditions for the conscious perception of the buyer's advertising appeal and automatic purchase, ensuring sustainable buying process. All these processes of advertising perception and understanding are processes caused by certain psychological characteristics of advertising appeal consumers, i.e. those people for whom this advertising is intended. Definitely the knowledge of these psychological characteristics and the laws governing them should be the basis for advertising.