ПСИХОЛОГІЯ РОЗВИТКУ СПОЖИВАЧА: ЯК PR-ТЕХНОЛОГІЇ ФОРМУЮТЬ ПОВЕДІНКУ ПОКУПЦІВ

Abstract. This article examines the psychology of consumer development and the role of public relations (PR) technologies in shaping buyer behavior. The main psychological factors influencing consumer decision-making, including motivation, perception, emotional reactions, and social influences, are analyzed. Particular attention is paid to modern PR tools such as storytelling, social media, influencer marketing, and crisis communication, which can strengthen trust, loyalty, and consumption habits. The mechanisms by which the information environment influences consumer behavior and the effectiveness of long-term PR strategies are also studied.

The objective of this article is to examine the impact of PR technologies on the psychological development of consumers and the formation of their behavior. More specifically, it analyzes the main psychological mechanisms determining purchasing decisions and explores how modern PR strategies contribute to building loyalty, trust, and consumption habits.

To achieve this goal, the methods of analysis and synthesis, comparative methods, generalization and systematization, as well as logical and dialectical methods were used.

The study reveals that PR technologies play a key role in shaping consumer behavior by influencing their emotions, trust, and motivation to purchase. Methods such as storytelling, social media, influencer marketing, and crisis communication have been shown to be the most effective in creating lasting consumer habits and strengthening brand loyalty. Furthermore, a personalized approach in PR campaigns has been found to significantly increase audience engagement and promote positive purchasing decisions.

Future research could focus on an in-depth analysis of the neuropsychological aspects of PR technology influence, as well as on studying changes in consumer behavior as a result of digital innovations such as artificial intelligence and virtual reality. Furthermore, a promising avenue of research involves assessing the long-term effects of PR strategies on shaping consumer priorities and the ethical aspects of psychological influence in marketing communications.