Perception of advertising by consumers with different personality traits

The paper studies the specificity of the perception of advertising (assessment of its emotional attractiveness, the degree of subjective influence and activity, motivation for action) by consumers with different personality traits. The study was conducted on a sample of 80 respondents, 32 men and 48 women aged 18 to 27, university students. Ten advertising videos were offered for the evaluation using the scales of the semantic differential, personality traits were diagnosed by R. Cattell's multifactorial questionnaire. According to the results of the correlation study, the paper revealed the relationship between the factors of perception of advertising impact and such personality traits as conformity, anxiety, extraversion, conservatism. The largest number of significant relationships was obtained for the second-order factors of the methodology. The authors took into account the aspect of the attractiveness of different types of advertising — with the participation of people, animals, or only inanimate objects. The analysis of the results shows the inconsistency of the active development of advertising impact technologies and the psychological safety of advertising space for consumers of risk groups.