SPECIFICATION OF WORK OF STRUCTURAL-FUNCTIONAL MEMORY COMPOSITES IN BRAND COMMUNICATION PARTICIPANTS
Keywords:
brand communication, information, perception, memorization, properties of brand, memoryAbstract
The psychological mechanisms of perception and memorization of information about the properties of the brand by participants of brand communication are shown in the article. It’s proved the need for quality recognition of global and local characteristics of the brand properties, which affects on visual, auditory, tactile, olfactory and gustatory receptors of brand communication’s participants. The author has come to the conclusion, that recognition of signs of information about the properties of brand is long process, and its duration depends on the number of simultaneous perception and ease of differentiation.
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