Lyubomira Spasova | Trakia University (original) (raw)

Papers by Lyubomira Spasova

INFLUENCE OF MARITAL STATUS ON PERSUASION STRATEGIES IN ADVERTISING REGARDING INTENTION TO PURCHASE

This study has three chief objectives. Firstly, it aims to identify individual susceptibility to ... more This study has three chief objectives. Firstly, it aims to identify individual susceptibility to Cialdini's persuasion strategies among consumers with different marital status. Secondly, it focuses on determining the susceptibility of each family member to persuasive strategies. Finally, the study examines the purchasing funnel among consumers with different marital status and different family roles. Two measurement scales are applied: the STPS questionnaire to establish susceptibility to persuasion strategies and the purchase funnel hierarchy model. The results of the first analysis of variance (ANOVA) show that divorced/separated users are susceptible to the principle of liking and authority, and married users-to commitment/consistency and social proof. The second variance analysis found the susceptibility of the children in the family: the first child was affected by liking, the second child-by scarcity, and the third-by commitment/consistency. Analysis of covariance (ANCOVA) of a family member with age differences as the covariate shows that consumers of advertising exhibit a strong sensitivity to the principle of unity, which affects widowed husbands or wives. In the second covariance analysis, a strong sensitivity to product preferences was observed for single husbands over 25 and for young adults under 25 for divorced/separated people. These scientific findings may be valuable to various specialists in social psychology, consumer behavior, and those interested in the dynamics of family purchases.

Economics & Sociology, Aug 31, 2023

Revista Amazonía investiga, Jan 30, 2024

Gender and education are two of the sociodemographic characteristics that are studied to establis... more Gender and education are two of the sociodemographic characteristics that are studied to establish individual differences in personality. The purpose of the present research is to determine the susceptibility of individuals to the VVQ, adapted and modified from Kirby et al., and to show the influence of gender and education in the segmentation of verbalizers, visualizers, and dreamers. In the study, a valid and reliable instrument for measuring susceptibility to VVQ, prepared in advance by the author, was applied. The results of the analysis of variance (ANOVA) have showed a strong susceptibility of respondents to the Verbalizer Scale of women, as well as susceptibility to the Dreamer Scale of men. When considering the influence of education on VVQ, it was found that respondents with a master's degree were highly visual, and respondents with a doctoral degree were highly verbal. On Dreamer Scale, susceptibility was greatest again among respondents with a doctoral degree. The results of the analysis of covariance (ANCOVA) indicated that male advertising consumers with a master's degree were more receptive to the Verbalizer Scale, as were female respondents with a doctoral degree relative to all other target groups. These scientific results can be useful for advertisers, marketers, as well as specialists in cognitive psychology.

The objective of this report is to present the communication both as a personal phenomenon and as... more The objective of this report is to present the communication both as a personal phenomenon and as an interaction with society. The main conception is the following - every individual is a particular personality and with his or her presence in the community occupies a definite position. His or her appearance provokes some changes in the separate groups in spite of the different kind of specific communication used, and namely - verbal or non-verbal. The respective change affects the whole personality as well as the society, whose member it is. The most important emphases of this report are not only the search, the assimilation and the conveying of some specific information, but the ability to analyze the objective laws and components of communication. The instrument for successful communication is not only the competence but also the way in which its mechanism has been worked out. The research methodology includes: observation, analysis, interactive method, appraisal method. The indiv...

Trakia Journal of Science, 2015

The aim of this research is to apply the hopeful and express method for evaluation of nutrition, ... more The aim of this research is to apply the hopeful and express method for evaluation of nutrition, the degree of "contamination" of the organism, immunity, psycho-emotional stress and adaptive capacities of the cardiovascular system to dosed physical load. Methods of study include: inquiry, index of Ryufie, mathematical-statistical and graphical analysis. The received results of the research make it possible to assess the physical training of students as well and the nutrition as unhealthy.

Trakia Journal of Science, 2015

The advertising researches are a very important specialized form of the contemporary marketing re... more The advertising researches are a very important specialized form of the contemporary marketing researches, conducted to improve the efficiency of the contemporary advertising. More and more companies report conduct customers' researches in an attempt to develop the advertising business, to improve relationships with the different targeted groups, to determine consumers' perceptions of relevant advertising and go on. The aim of this research report is to demonstrate through real world examples of businesses that the different varieties advertising researches can significantly influence on the users' thinking and behavior. The following tasks are solved in order to achieve this goal:  Presentation of the leading organizations that fail to have an impact on different target groups through advertising and occupy a large market share.  Survey of the main strategies and techniques from business organizations to realize the different types of advertisings. The methods used for achieving this goal and resolving the tasks are: systemic and structural approach, analysis of advertising media and advertisings, analysis of successful practices, comprehensive approach.

Revista Amazonia Investiga

The study has two main objectives: to find out what is the susceptibility of individuals to the p... more The study has two main objectives: to find out what is the susceptibility of individuals to the persuasion strategies of Cialdini 's persuasive power according to gender and to determine some characteristics of users with different marital status in social influence. Cialdini's (2001-2021) persuasion strategies (principles), as well as Keptein's STPS (2009), were applied to measure the susceptibility to persuasion of individuals of both genders with different marital status. The results of an analysis of variance (ANOVA), measuring the influence of gender, showed that on the criterion of susceptibility to persuasion, males were more influenced by the following strategies: liking, reciprocity, authority, and social proof relative to females with the exception of the principle of commitment and consistency, and individuals who are divorced, separated and widowed responded positively to strategies such as social proof, scarcity and authority. Through regression analysis, so...

Lyubomira Spasova, 2023

This investigation has three aims: (1) to adapt and modify the STPS questionnaire-developed by Ka... more This investigation has three aims: (1) to adapt and modify the STPS questionnaire-developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages-based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers' susceptibility to advertising is greatest when consumers' willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.

Izvestiya Journal of the University of Economics – Varna

Research on consumer attitudes and their change under advertising influence is becoming a definin... more Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of attitude formation and change are discussed, as well as some current views on the stability and strength of attitudes as part of advertising. The importance of the general attitude towards advertising, the credibility of advertising, as well as the ways of promoting products and services to achieve the most effective perception, remembering and the achieved impact through advertising is emphasized. Generalizations are synthesized for future research on the different attitudes and achievement of advertising effectiveness as a marketing communication tool.

Trakia Journal of Sciences

The present investigation has two aims: 1) to investigate the susceptibility of consumers to pers... more The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdidni and 2) to identify which of the principles achieves a high effect of advertising impact on different consumers. The instrument used was the adapted and modified STPS questionnaire developed by Kaptein el at., as well as the respondents' subjective judgments of the extent to which the advertisements affected based on the persuasion principles. The results of t-tests indicate that the principle of liking affects persuasion statistically significantly less than the application of all other principles for the whole sample, and through correlation analysis it is found that the principle of social proof is susceptible to the presence of influence from others three principles. Susceptibility to persuasion, achieved through the following principles: reciprocity, commitment and consistency, liking and unity, is statistically significantly higher in women due to ...

Revista Amazonia Investiga

This investigation has several main objectives: 1) to determine whether the third-person effect (... more This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) among advertising consumers; 3) to find some causal relationships between susceptibility to persuasion on Kaptein’s scale (Kaptein et al., 2012) or STPS and TRE among consumers of advertising. The results of the analysis of variance (ANOVA) showed that consumers aged 46 to 65 believed that positive the third-person effect (TRE) statements exert their influence on other age groups. When measuring the negative influence of the third-person effect (TRE), it was found that young adults aged 18 to 25 were most likely to assume that this influence was successful among other consumers, i.e. they overestimated the effects on others but not on themse...

Revista Amazonia Investiga

This investigation has two aims: to establish the presence of stereotypes in advertisements offer... more This investigation has two aims: to establish the presence of stereotypes in advertisements offered in Bulgaria and to identify which stereotypes achieve positive and negative effects on consumers of both genders. Taking into account Eisend's theoretical formulation of gender roles in advertising (2019), as well as research on the cross-gender effects of stereotypes in advertising according to the most recent studies of Akestam et al. (2021), the author examines the influence achieved through three of the components – trait descriptors, physical characteristics and role behaviors. The results of the analysis of variance (ANOVA) show that according to trait descriptors for women, as well as role behavior for men, the highest influence was achieved in the investigated advertisements. When measuring cross-gender influences, no statistically significant differences were found between men and women in the influence of advertising containing images of the same gender. Conducted Studen...

COJ Electronics & Communications

The report reveals advertising communication of mobile phone operators in Bulgaria by indicating ... more The report reveals advertising communication of mobile phone operators in Bulgaria by indicating its effectiveness through some advertising functions. The process of presentation of different products and services from mobile companies is very difficult. The impact of global mobile companies on every business agent is driver in searching for alternatives to allocate resources, which allow the adoption of mobile products and services. The article examines and compares the results of survey with same respondents regarding advertising perception and effective influence and base functions. In order to accomplish this, aim we have set the following tasks: A. To research different advertisements of mobile companies in Bulgaria. B. To design a theoretical model of the advertisement' functions, applied in communication. C. To propose directions for designing some innovative advertisements. D. To carry out T-tests for independent samples of demographic characteristics and emerging statistically significant factors. E. To perform correlational analyses of statistically significant factors. F. The following methods were used to accomplish the tasks: conducting two subsequent surveys with the same respondents regarding advertising perception and influence.

Economics & Sociology

This investigation has two aims: to study the susceptibility of young consumers to persuasion pri... more This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the pri...

Lyubomira Spasova, 2022

VERBALIZATORS VERSUS VISUALIZATORS – EFFECTS OF ADVERTISING INFLUENCE OF COSTUMER’ BEHAVIOUR Lyub... more VERBALIZATORS VERSUS VISUALIZATORS – EFFECTS OF ADVERTISING INFLUENCE
OF COSTUMER’ BEHAVIOUR
Lyubomira Spasova
ABSTRACT: The aim of the research article is to study the achieved effects of the influence of verbal and
visual components of advertisements, according to the segmentation of users of verbalizers and visualizers. The
survey covers 316 respondents aged 18 to 65, participating voluntarily and anonymously. The questionnaire of A.
Richardson (1977) Verbalizer-Visualizer Questionnaire (VVQ) is attached, which found differences in the studied
effects. The main verbal and visual components in advertisements were measured in relation to the segmentation
of the respondents into verbalizers and visualizers, and a very strong dependence on the visual effects in individual
advertising media was found, which is confirmed by the results of other studies. There is a high degree of influence
of advertisements with bright images, as well as advertisements with stereotypical images in the visualizers. In
contrast, verbalizers respond positively to the central position of the text, as well as to inscriptions above figures.
Keywords: VVQ, Visual/verbal advertising effects.
GENDER STEREOTYPES IN ADVERTISEMENT AND MALE AND FEMALE
REACTANCE TO GENDER PORTRAYALS
Lyubomira Spasova
ABSTRACT: This research paper reviews gender stereotypes in advertising, which have been changing over
the years but also have a targeted impact. The current pilot study shares vision of the negative effects of gender
stereotypes in advertising, as well as the rejection of the extremely beautiful images present in mass advertising.
Factor influences of some elements of the gender stereotypes and the respondents’ gender are verified, and basic
dependencies are established through Varimax rotation. The results of the present study show that traditional
understanding of gender roles related to male and female attachment and the importance of each gender increases
the level of consumers’ confidence, with the surveys targeted at both genders. Reducing the reactance to sexy and
muscular images in advertising shows an increase in positive subjective assessment of users of both genders.
Keywords: gender stereotypes, reactance, gender portrayals vs. roles

Knowledge International Journal, Feb 15, 2021

The impact of advertisings of mobile products and services on young generations is essential in t... more The impact of advertisings of mobile products and services on young generations is essential in the context of rational application of mobile communication. The aim of the study is to determine the extent to which the activation of values from the categories of universalism, self-direction and stimulation under the influence of advertising, leads to increased consumer interest in the products and services of mobile operators. The researcher tries to study the manifestations of some elements of the value system, which are the focus of advertisements of mobile operators, as well as the extent of their impact on customer interest. The Schwartz Method for research of values is applied, through a direct structured group survey among respondents aged 18 to 25 in three Bulgarian cities - Sofia, Plovdiv and Stara Zagora for the period 2019 - 2020. The results show that the values contained in the categories of universalism, self-direction and stimulation in the value system of young people, activated through advertising messages corresponding to these values, affect to varying degrees the consumer interest in products and services of mobile operators. It is established that the activation of the values from the category of self-direction has a significantly stronger impact on consumer interest, compared to the activation of the values from the categories of stimulation and universalism. Advertising messages strongly activate consumer interest in the value of "self-direction" - freedom and creativity; for the value "stimulation" - change and diversity; for the value "universalism" - environmental protection. Therefore, the promotion of these value categories through advertising carriers of mobile operators can lead to their manifestation, stimulation, as well as lasting formation, as young users of mobile products and services aged 18 to 25 are in the period of building the lasting attitudes, values and persuasions of the individual and any manifestation of any of the value categories and subcategories is essential for the achievement of commercial goals. All this leads to the conclusion of achieving a successful impact of the advertisements of mobile operators, in which the different value categories are present, as well as a desire to use more mobile products and services after the impact. Keywords: advertising, value categories, consumer behavior.

Verein für Socialpolitik / German Economic Association, 2014

Psychology and Psychotherapy Research Study, 2021

The role of gender and the changes that occur with it are the subject of many psychological, soci... more The role of gender and the changes that occur with it are the subject of many psychological, sociological, behavioural and political sciences, which makes the topic relevant today. The current research measures the role of gender and family status of 398 respondents, as well as their reactions to hybrid advertising as part of the personalization and visualization of the products and services offered. The results show that a positive response is given by the respondents regarding advertisements with increased presence of men and women and impactful visualization, compared to those in which persons of both sexes are not present. The applicability of the research is important for the organizations that created the respective advertisements, because the connection between the susceptibility of the respondents to characters in the advertisement is deduced, which leads to extreme reactions.

SHS Web of Conferences, 2021

The present study was conducted in order to establish the main relationships between gender and f... more The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing the purchase of a mobile operator. Basic indicators for measuring consumer behavior are derived, applying analysis of variations, ANOVA, and correlation analyses to check the strength of indicators influence. According to the results of statistical data processing, two groups were identified: the most favorable group for influence – young women who are financially disadvantaged, and one on which it is difficult to achieve advertising impact of mobile operator. The practical applicability of the study is significant, as mobile operators in Bulgaria can have a much more successful impact on the group with a higher propensity to try new, specific products, as well as those who declare greater confidence in a mobile company, built through the influence of advertising.

Trakia Journal of Sciences, 2020

The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is ... more The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is largely important in the context of the rational use of various mobile products and services. The main thesis of this study is that the components of company advertising can influence a customer’s decision for purchase. On the basis of this hypothesis, the aim of this study is to investigate the attitudes towards advertising components, and the degree of their impact on young consumers through conducting anonymous surveys. The obtained results show that younger recipients living in Sofia have greater trust and are more likely to be influenced by the messages of mobile operators’ advertising, than those from Plovdiv and Stara Zagora. All of this allows the discovery of dependencies between certain demographic factors and influential advertising components.

INFLUENCE OF MARITAL STATUS ON PERSUASION STRATEGIES IN ADVERTISING REGARDING INTENTION TO PURCHASE

This study has three chief objectives. Firstly, it aims to identify individual susceptibility to ... more This study has three chief objectives. Firstly, it aims to identify individual susceptibility to Cialdini's persuasion strategies among consumers with different marital status. Secondly, it focuses on determining the susceptibility of each family member to persuasive strategies. Finally, the study examines the purchasing funnel among consumers with different marital status and different family roles. Two measurement scales are applied: the STPS questionnaire to establish susceptibility to persuasion strategies and the purchase funnel hierarchy model. The results of the first analysis of variance (ANOVA) show that divorced/separated users are susceptible to the principle of liking and authority, and married users-to commitment/consistency and social proof. The second variance analysis found the susceptibility of the children in the family: the first child was affected by liking, the second child-by scarcity, and the third-by commitment/consistency. Analysis of covariance (ANCOVA) of a family member with age differences as the covariate shows that consumers of advertising exhibit a strong sensitivity to the principle of unity, which affects widowed husbands or wives. In the second covariance analysis, a strong sensitivity to product preferences was observed for single husbands over 25 and for young adults under 25 for divorced/separated people. These scientific findings may be valuable to various specialists in social psychology, consumer behavior, and those interested in the dynamics of family purchases.

Economics & Sociology, Aug 31, 2023

Revista Amazonía investiga, Jan 30, 2024

Gender and education are two of the sociodemographic characteristics that are studied to establis... more Gender and education are two of the sociodemographic characteristics that are studied to establish individual differences in personality. The purpose of the present research is to determine the susceptibility of individuals to the VVQ, adapted and modified from Kirby et al., and to show the influence of gender and education in the segmentation of verbalizers, visualizers, and dreamers. In the study, a valid and reliable instrument for measuring susceptibility to VVQ, prepared in advance by the author, was applied. The results of the analysis of variance (ANOVA) have showed a strong susceptibility of respondents to the Verbalizer Scale of women, as well as susceptibility to the Dreamer Scale of men. When considering the influence of education on VVQ, it was found that respondents with a master's degree were highly visual, and respondents with a doctoral degree were highly verbal. On Dreamer Scale, susceptibility was greatest again among respondents with a doctoral degree. The results of the analysis of covariance (ANCOVA) indicated that male advertising consumers with a master's degree were more receptive to the Verbalizer Scale, as were female respondents with a doctoral degree relative to all other target groups. These scientific results can be useful for advertisers, marketers, as well as specialists in cognitive psychology.

The objective of this report is to present the communication both as a personal phenomenon and as... more The objective of this report is to present the communication both as a personal phenomenon and as an interaction with society. The main conception is the following - every individual is a particular personality and with his or her presence in the community occupies a definite position. His or her appearance provokes some changes in the separate groups in spite of the different kind of specific communication used, and namely - verbal or non-verbal. The respective change affects the whole personality as well as the society, whose member it is. The most important emphases of this report are not only the search, the assimilation and the conveying of some specific information, but the ability to analyze the objective laws and components of communication. The instrument for successful communication is not only the competence but also the way in which its mechanism has been worked out. The research methodology includes: observation, analysis, interactive method, appraisal method. The indiv...

Trakia Journal of Science, 2015

The aim of this research is to apply the hopeful and express method for evaluation of nutrition, ... more The aim of this research is to apply the hopeful and express method for evaluation of nutrition, the degree of "contamination" of the organism, immunity, psycho-emotional stress and adaptive capacities of the cardiovascular system to dosed physical load. Methods of study include: inquiry, index of Ryufie, mathematical-statistical and graphical analysis. The received results of the research make it possible to assess the physical training of students as well and the nutrition as unhealthy.

Trakia Journal of Science, 2015

The advertising researches are a very important specialized form of the contemporary marketing re... more The advertising researches are a very important specialized form of the contemporary marketing researches, conducted to improve the efficiency of the contemporary advertising. More and more companies report conduct customers' researches in an attempt to develop the advertising business, to improve relationships with the different targeted groups, to determine consumers' perceptions of relevant advertising and go on. The aim of this research report is to demonstrate through real world examples of businesses that the different varieties advertising researches can significantly influence on the users' thinking and behavior. The following tasks are solved in order to achieve this goal:  Presentation of the leading organizations that fail to have an impact on different target groups through advertising and occupy a large market share.  Survey of the main strategies and techniques from business organizations to realize the different types of advertisings. The methods used for achieving this goal and resolving the tasks are: systemic and structural approach, analysis of advertising media and advertisings, analysis of successful practices, comprehensive approach.

Revista Amazonia Investiga

The study has two main objectives: to find out what is the susceptibility of individuals to the p... more The study has two main objectives: to find out what is the susceptibility of individuals to the persuasion strategies of Cialdini 's persuasive power according to gender and to determine some characteristics of users with different marital status in social influence. Cialdini's (2001-2021) persuasion strategies (principles), as well as Keptein's STPS (2009), were applied to measure the susceptibility to persuasion of individuals of both genders with different marital status. The results of an analysis of variance (ANOVA), measuring the influence of gender, showed that on the criterion of susceptibility to persuasion, males were more influenced by the following strategies: liking, reciprocity, authority, and social proof relative to females with the exception of the principle of commitment and consistency, and individuals who are divorced, separated and widowed responded positively to strategies such as social proof, scarcity and authority. Through regression analysis, so...

Lyubomira Spasova, 2023

This investigation has three aims: (1) to adapt and modify the STPS questionnaire-developed by Ka... more This investigation has three aims: (1) to adapt and modify the STPS questionnaire-developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages-based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers' susceptibility to advertising is greatest when consumers' willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.

Izvestiya Journal of the University of Economics – Varna

Research on consumer attitudes and their change under advertising influence is becoming a definin... more Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of attitude formation and change are discussed, as well as some current views on the stability and strength of attitudes as part of advertising. The importance of the general attitude towards advertising, the credibility of advertising, as well as the ways of promoting products and services to achieve the most effective perception, remembering and the achieved impact through advertising is emphasized. Generalizations are synthesized for future research on the different attitudes and achievement of advertising effectiveness as a marketing communication tool.

Trakia Journal of Sciences

The present investigation has two aims: 1) to investigate the susceptibility of consumers to pers... more The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdidni and 2) to identify which of the principles achieves a high effect of advertising impact on different consumers. The instrument used was the adapted and modified STPS questionnaire developed by Kaptein el at., as well as the respondents' subjective judgments of the extent to which the advertisements affected based on the persuasion principles. The results of t-tests indicate that the principle of liking affects persuasion statistically significantly less than the application of all other principles for the whole sample, and through correlation analysis it is found that the principle of social proof is susceptible to the presence of influence from others three principles. Susceptibility to persuasion, achieved through the following principles: reciprocity, commitment and consistency, liking and unity, is statistically significantly higher in women due to ...

Revista Amazonia Investiga

This investigation has several main objectives: 1) to determine whether the third-person effect (... more This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) among advertising consumers; 3) to find some causal relationships between susceptibility to persuasion on Kaptein’s scale (Kaptein et al., 2012) or STPS and TRE among consumers of advertising. The results of the analysis of variance (ANOVA) showed that consumers aged 46 to 65 believed that positive the third-person effect (TRE) statements exert their influence on other age groups. When measuring the negative influence of the third-person effect (TRE), it was found that young adults aged 18 to 25 were most likely to assume that this influence was successful among other consumers, i.e. they overestimated the effects on others but not on themse...

Revista Amazonia Investiga

This investigation has two aims: to establish the presence of stereotypes in advertisements offer... more This investigation has two aims: to establish the presence of stereotypes in advertisements offered in Bulgaria and to identify which stereotypes achieve positive and negative effects on consumers of both genders. Taking into account Eisend's theoretical formulation of gender roles in advertising (2019), as well as research on the cross-gender effects of stereotypes in advertising according to the most recent studies of Akestam et al. (2021), the author examines the influence achieved through three of the components – trait descriptors, physical characteristics and role behaviors. The results of the analysis of variance (ANOVA) show that according to trait descriptors for women, as well as role behavior for men, the highest influence was achieved in the investigated advertisements. When measuring cross-gender influences, no statistically significant differences were found between men and women in the influence of advertising containing images of the same gender. Conducted Studen...

COJ Electronics & Communications

The report reveals advertising communication of mobile phone operators in Bulgaria by indicating ... more The report reveals advertising communication of mobile phone operators in Bulgaria by indicating its effectiveness through some advertising functions. The process of presentation of different products and services from mobile companies is very difficult. The impact of global mobile companies on every business agent is driver in searching for alternatives to allocate resources, which allow the adoption of mobile products and services. The article examines and compares the results of survey with same respondents regarding advertising perception and effective influence and base functions. In order to accomplish this, aim we have set the following tasks: A. To research different advertisements of mobile companies in Bulgaria. B. To design a theoretical model of the advertisement' functions, applied in communication. C. To propose directions for designing some innovative advertisements. D. To carry out T-tests for independent samples of demographic characteristics and emerging statistically significant factors. E. To perform correlational analyses of statistically significant factors. F. The following methods were used to accomplish the tasks: conducting two subsequent surveys with the same respondents regarding advertising perception and influence.

Economics & Sociology

This investigation has two aims: to study the susceptibility of young consumers to persuasion pri... more This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the pri...

Lyubomira Spasova, 2022

VERBALIZATORS VERSUS VISUALIZATORS – EFFECTS OF ADVERTISING INFLUENCE OF COSTUMER’ BEHAVIOUR Lyub... more VERBALIZATORS VERSUS VISUALIZATORS – EFFECTS OF ADVERTISING INFLUENCE
OF COSTUMER’ BEHAVIOUR
Lyubomira Spasova
ABSTRACT: The aim of the research article is to study the achieved effects of the influence of verbal and
visual components of advertisements, according to the segmentation of users of verbalizers and visualizers. The
survey covers 316 respondents aged 18 to 65, participating voluntarily and anonymously. The questionnaire of A.
Richardson (1977) Verbalizer-Visualizer Questionnaire (VVQ) is attached, which found differences in the studied
effects. The main verbal and visual components in advertisements were measured in relation to the segmentation
of the respondents into verbalizers and visualizers, and a very strong dependence on the visual effects in individual
advertising media was found, which is confirmed by the results of other studies. There is a high degree of influence
of advertisements with bright images, as well as advertisements with stereotypical images in the visualizers. In
contrast, verbalizers respond positively to the central position of the text, as well as to inscriptions above figures.
Keywords: VVQ, Visual/verbal advertising effects.
GENDER STEREOTYPES IN ADVERTISEMENT AND MALE AND FEMALE
REACTANCE TO GENDER PORTRAYALS
Lyubomira Spasova
ABSTRACT: This research paper reviews gender stereotypes in advertising, which have been changing over
the years but also have a targeted impact. The current pilot study shares vision of the negative effects of gender
stereotypes in advertising, as well as the rejection of the extremely beautiful images present in mass advertising.
Factor influences of some elements of the gender stereotypes and the respondents’ gender are verified, and basic
dependencies are established through Varimax rotation. The results of the present study show that traditional
understanding of gender roles related to male and female attachment and the importance of each gender increases
the level of consumers’ confidence, with the surveys targeted at both genders. Reducing the reactance to sexy and
muscular images in advertising shows an increase in positive subjective assessment of users of both genders.
Keywords: gender stereotypes, reactance, gender portrayals vs. roles

Knowledge International Journal, Feb 15, 2021

The impact of advertisings of mobile products and services on young generations is essential in t... more The impact of advertisings of mobile products and services on young generations is essential in the context of rational application of mobile communication. The aim of the study is to determine the extent to which the activation of values from the categories of universalism, self-direction and stimulation under the influence of advertising, leads to increased consumer interest in the products and services of mobile operators. The researcher tries to study the manifestations of some elements of the value system, which are the focus of advertisements of mobile operators, as well as the extent of their impact on customer interest. The Schwartz Method for research of values is applied, through a direct structured group survey among respondents aged 18 to 25 in three Bulgarian cities - Sofia, Plovdiv and Stara Zagora for the period 2019 - 2020. The results show that the values contained in the categories of universalism, self-direction and stimulation in the value system of young people, activated through advertising messages corresponding to these values, affect to varying degrees the consumer interest in products and services of mobile operators. It is established that the activation of the values from the category of self-direction has a significantly stronger impact on consumer interest, compared to the activation of the values from the categories of stimulation and universalism. Advertising messages strongly activate consumer interest in the value of "self-direction" - freedom and creativity; for the value "stimulation" - change and diversity; for the value "universalism" - environmental protection. Therefore, the promotion of these value categories through advertising carriers of mobile operators can lead to their manifestation, stimulation, as well as lasting formation, as young users of mobile products and services aged 18 to 25 are in the period of building the lasting attitudes, values and persuasions of the individual and any manifestation of any of the value categories and subcategories is essential for the achievement of commercial goals. All this leads to the conclusion of achieving a successful impact of the advertisements of mobile operators, in which the different value categories are present, as well as a desire to use more mobile products and services after the impact. Keywords: advertising, value categories, consumer behavior.

Verein für Socialpolitik / German Economic Association, 2014

Psychology and Psychotherapy Research Study, 2021

The role of gender and the changes that occur with it are the subject of many psychological, soci... more The role of gender and the changes that occur with it are the subject of many psychological, sociological, behavioural and political sciences, which makes the topic relevant today. The current research measures the role of gender and family status of 398 respondents, as well as their reactions to hybrid advertising as part of the personalization and visualization of the products and services offered. The results show that a positive response is given by the respondents regarding advertisements with increased presence of men and women and impactful visualization, compared to those in which persons of both sexes are not present. The applicability of the research is important for the organizations that created the respective advertisements, because the connection between the susceptibility of the respondents to characters in the advertisement is deduced, which leads to extreme reactions.

SHS Web of Conferences, 2021

The present study was conducted in order to establish the main relationships between gender and f... more The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing the purchase of a mobile operator. Basic indicators for measuring consumer behavior are derived, applying analysis of variations, ANOVA, and correlation analyses to check the strength of indicators influence. According to the results of statistical data processing, two groups were identified: the most favorable group for influence – young women who are financially disadvantaged, and one on which it is difficult to achieve advertising impact of mobile operator. The practical applicability of the study is significant, as mobile operators in Bulgaria can have a much more successful impact on the group with a higher propensity to try new, specific products, as well as those who declare greater confidence in a mobile company, built through the influence of advertising.

Trakia Journal of Sciences, 2020

The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is ... more The influence of advertising by mobile operators in Bulgaria on youth at the ages of 18 to 25 is largely important in the context of the rational use of various mobile products and services. The main thesis of this study is that the components of company advertising can influence a customer’s decision for purchase. On the basis of this hypothesis, the aim of this study is to investigate the attitudes towards advertising components, and the degree of their impact on young consumers through conducting anonymous surveys. The obtained results show that younger recipients living in Sofia have greater trust and are more likely to be influenced by the messages of mobile operators’ advertising, than those from Plovdiv and Stara Zagora. All of this allows the discovery of dependencies between certain demographic factors and influential advertising components.