Cognitive-Personal Profiles of Marketers of Various Specializations: Psychological Determinants of Professional Self-Determination

The study examines cognitive and personal predictors that determine the choice of specialization in the professional activities of marketers. The aim of the study is to identify cognitive and personality factors influencing specialization selection among marketing professionals. The research involved 156 specialists. The methods of scientific inquiry employed by the authors in the course of the study included psychodiagnostic testing using the questionnaire of professional personality orientation, the methodology for diagnosing cognitive style, the scale of tolerance for uncertainty, and the questionnaire of professional motivation. It is emphasized that the main results obtained in the present study revealed that specialists in digital marketing demonstrate higher levels of analytical thinking and tolerance for uncertainty, whereas marketers in traditional areas are characterized by a predominance of social orientation and a need for structured activities. Particular attention is paid to the fact that the findings confirm the hypothesis regarding the existence of specific cognitive-personal profiles for various specializations in marketing, which holds particular significance for professional selection and personnel development. In conclusion, the study argues for the idea that understanding these profiles can enhance career counseling and training programs in the field of marketing.