When we want to communicate something, we have an image: what it will be, why we need it, to whom it will be transmitted and how it will be transmitted. Immediately we form expectations: how should the person or target group of people who have accepted the information react.
Our image is not visible, not available, not clear to anyone but us. Therefore, we then directly encode the "semi-finished product" in a form that can be perceived by others. Here comes the second problem: how adequately do we encode information? How we ourselves are able to Express their thoughts.
To understand how information will be perceived directly by the human receiver, consider the mechanism of perception. The receiving " device "is much more complex than the transmitting"device" discussed above.
A person perceives information from the outside world with all the senses: sight, hearing, smell, touch, taste. It is possible to speak unambiguously and to accept for an axiom that all these analyzers will participate in acceptance of information. The only question is which of them will receive information and in what volume, and which - "noise" and in what quantity.
"Noises" are more important than our most interesting information, they block consciousness. And this increases the importance of irrational approaches. On "noises" can be "cling" information for subconscious and consciousness.
It is undeniable that different people see the same thing differently. Each object of information is labeled, in other words, external information is classified. We can distinguish, for example, the following categories: Interesting, not interesting, true, false, important, unimportant, urgent, not urgent, etc.
From this label depends on the movement further along the path of logical thinking through the thickness of consciousness to the subconscious, not knowing the word "no".
It is unlikely that a person who does not trust you, spend three hours on you. But, nevertheless, the reported information can be very useful or very dangerous, and maybe on the basis of this information far-reaching conclusions will be drawn, since your information will be supplemented by other information that you do not know. Then and five hours not limit, and for this time can be and attitude to itself change.
To be aware of what will happen in the mind of another person receiving information, it is necessary to know. But know all impossible. Ignorance of a particular person can be compensated by knowing different types of people. Accordingly, the methods will be those that have justified themselves for this type of people.
Having considered the two main, the most complex "device-mechanism" - the source and receiver of information-we can proceed to consider the entire process as a whole, as well as those components that have not been mentioned.
The information goes through the following steps:
- our lifestyle
- encoding an image into an understandable for
- the executor of our plan
- transfer of processed i
nformation to the channel - communication channel
- extracting information from a channel
- receiving a signal about the passage of information
- response to a signal
- reception of information and " noise»
- decoding and screening information
- perception and comprehension
- the decision on the reaction
- the reaction of the recipient
actions of the recipient modern advertising specialists adhere to the theory of three psychological States:
- a person knows what is happening to him and can explain it;
- man is aware of his feelings, but can not explain their cause;
- a person knows nothing about his condition or the reasons that caused it.
The second and third States are the domain of motive analysis.
Motivation of human behavior is determined by its value concepts. The concept of "value" may or may not be a category of formal logic.
Usually a person satisfies his needs in an increasing order. In the first place natural needs, then the need for security, belonging to a particular social group, self-respect, self-realization, etc.
The hierarchy of needs can be represented as follows:
- objective need
- conscious need
- search for satisfaction options
- trial consumption
- evaluation of results
constant consumption. At the last stage, the product or service already seems to advertise itself. It is only necessary from time to time to remind the consumer about them. Motives, therefore, act as the engine of human actions, although not always consciously.
Psychologists have found that there is a certain difference between the true meanings of human actions and rational explanations of the reasons why it is so, and not otherwise acted at the moment man.