The article presents the results of a directed associative experiment carried out with high school students of secondary schools. The purpose of the article is to reveal the relationship between the structural and semantic features of the utterance and the strategies of the respondents’ choice of a linguistic sign (word/abbreviation) in the context of a directed associative experiment. The analysis of the experimental material made it possible to draw conclusions about the peculiarities of using the initial abbreviation as an associate; about the possibility of the abbreviation of stable and individual, situational associative links; about the strategies for choosing a linguistic sign (words, abbreviations, phrases) depending on the semantics of the reference word and the type of grammatical structure of the experimental sentence; on the consolidation of initial abbreviations in the linguistic consciousness of native speakers of the Russian language, which is associated with the strengthening of the law of economy of linguistic means in modern speech communication.