Individual characteristics of a person — an object of influence as a factor of the effectiveness of psychological influence

Latynov Vladislav Victorovitch

The article discusses the issues of personalized influence - influence that takes into account the individual psychological characteristics of the people to whom it is directed. Eight groups of significant in this respect characteristics (bases of personalization) have been identified: the psychological state of a person, features of his goals and motivation, cognitive characteristics, features of the structure of attitudes, social identity, cultural characteristics, personality traits, subjective vulnerability to tactics of influence. The effectiveness of personalization increases when it is aimed at several characteristics of a person - the object of influence, and he himself uses a systematic analysis of information. Under certain conditions (the use of a stigmatized identity as the basis for personalization, the recipient's perception of personalization as a violation of privacy or an attempt to manipulate), personalization reduces the effectiveness of the impact.

Keywords:psychological influence, personalized influence, influence effectiveness, object of influence, systematic analysis of information.