The Influence of Social and Communication Technologies on Consumer Choice

Abstract

In the article possibilities of application of socially-communicative technologies are examined for realization of influence on the choice of consumers. It is marked that in modern society most effective are the technologies, aimed at forming of necessities and desires of consumers, the use of that gives possibility to the certain subjects to influence on consumers as social group, her certain parameters, by a result what changes come forward in behavior of consumers in the directions desired for these subjects. Authorial classification of such technologies to that an author attributes is offered: 1) all varieties of "direct" advertisement; 2) development of brands of lifestyles; 3) instruments of PR; 4) emotionalazing; 5) standards of sales and service; 6) creation of complex products, in particular malls centers. The features of application and influence are also analyzed on the choice of consumers of each of them.