Psychological characteristics of media consumption style in individuals with varying levels of advertising suggestibility
DOI:
https://doi.org/10.33910/2686-9527-2026-8-1-28-38Keywords:
advertising suggestibility, media consumption, individual style of media consumption, emotional–cognitive involvement, reflexive criticality of media consumption, efficiency of information searchAbstract
Introduction. The modern world is characterized by the rapid expansion of individuals’ living space due to their engagement with the media environment. One continually evolving phenomenon in this environment is advertising, which makes the issue of advertising suggestibility increasingly relevant. Advertising suggestibility is defined as an individual’s inability to resist the negative influence of advertising information. Despite numerous studies on advertising suggestibility, its relationship with other psychological characteristics remains insufficiently explored — in particular, with the individual style of media consumption, which determines how people interact with information in the contemporary media space. This study aims to examine the psychological characteristics of media consumption style in individuals with varying levels of advertising suggestibility.
Materials and Methods. The study involved 50 participants, including 16 men and 34 women aged 18 to 25 years. All participants were students at higher education institutions in the Republic of Crimea. The study employed the Individual Style of Media Consumption questionnaire (G. N. Malyuchenko, V. M. Smirnov, A. S. Kopovoy), the Advertising Suggestibility of a Person questionnaire (R. I. Zekeriaev), and methods of mathematical and statistical data analysis (frequency analysis, Kruskal–Wallis H test, correlation analysis).
Results. The findings indicate that respondents with different levels of advertising suggestibility exhibit statistically significant differences in components of media consumption style, including ‘emotional–cognitive involvement’, ‘reflexive criticality of media consumption’, and ‘efficiency of information search’. Additionally, these style components were found to correlate with the overall level of advertising suggestibility.
Conclusion. The results suggest a relationship between an individual’s style of media consumption and their level of advertising suggestibility. These findings may inform psychological counselling and pedagogical support for students, enhancing their individual media literacy and, consequently, their information and psychological security. Further research could explore additional psychological characteristics of individuals with varying levels of advertising suggestibility.
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