Psychological determinants of consumer behavior within the system of modern marketing communication

Abstract

The article presents the results of a theoretical and empirical study of the psychological determinants of consumer behavior within the system of modern marketing communication. The main psychological factors influencing consumer decision-making processes are analyzed. The study identifies the specific impact of digital marketing communications, personalized content, and social media on the formation of consumer attitudes and individuals’ behavioral responses. The empirical findings demonstrate the significance of value orientations, emotional reactivity, brand trust, and the need for social approval in shaping consumer behavior. It has been shown that the effectiveness of contemporary marketing communications largely depends on accounting for consumers’ individual psychological characteristics and the mechanisms of emotional engagement. The obtained results may be applied in the fields of marketing, advertising, psychology, organizational psychology, and digital communications.