Value-semantic Sphere Research Articles

THE RELATIONSHIP OF LIFE-MEANING ORIENTATIONS AND EMOTIONAL STATE IN MEN AND WOMEN DURING THE PERIOD OF ADAPTATION TO PARENTHOOD

The relevance of the study is due to an increase in the number of emotional and affective disorders in young parents during the period of adaptation to parenthood. If we consider the expectation of a child and the period of adaptation to the role of a parent as a crisis situation when young parents face the uncertainty of the future, with a change in their status, it seems important to consider the role of life orientations in socio-psychological adaptation to parenthood. The subject of the study is the relationship of life–meaning orientations and emotional state in men and women during the period of socio-psychological adaptation to parenthood. The aim is to identify the relationship between the emotional state of men and women during pregnancy and in the period after the birth of a child with the characteristics of the meaningfulness of life. As a result of the study, it was revealed that there is a relationship between the emotional state and the degree of meaningfulness of life in men and women during the period of adaptation to the role of a parent. In the future, based on the results of the study, a correctional program will be compiled for the prevention of emotional and affective disorders in young parents. The novelty of this study is that for the first time, changes in the characteristics of the meaningfulness of life that occur in young parents during the period of adaptation to parenthood were revealed. The revealed interrelations of the parameters of the value-semantic sphere with the components of anxiety make it possible to make a corrective program to reduce the level of anxiety after the birth of a child through work with the value-semantic sphere.

FUZZY COGNITIVE MODEL OF THE SYSTEM PROJECT ACTIVITY OF THE UNIVERSITY

The article summarizes the preliminary results of modeling a complex system of student project activity using a fuzzy cognitive map. For effective management of any process, to achieve a certain effect in the future, mathematical models of various processes and phenomena are needed. But where accurate quantitative measurements are impossible, where only qualitative expert assessments are applicable, management proceeds under conditions of uncertainty. The fuzzy cognitive model (map) allows us to consider heterogeneous semantic structures in the process of mutual influence: the value-semantic sphere of the personality of the future teacher; project activity through subjective experience and social and material results; the infrastructure of the educational space of the university formed in the process of project activity. As a result of computer research, the conditions of applicability of the proposed model are clarified, the dynamics of changes in a complex system is analyzed; steps to refine numerical data and modeling prospects are determined.

Influence of information technologies on the formation of professional and value orientations of students: Opportunities and risks

The article examines the problems of the influence of mass media, primarily the Internet, on the value-semantic sphere of the personality of a representative of student youth. The characteristic of the role of formed professional-value orientations in professional activity is given. The key patterns of formation of professional value orientations through media consumption are analyzed. The positive and negative factors of the influence of the Internet space on the development of the value-semantic sphere of the individual are highlighted. There are five main factors of negative influence; the mechanism of functioning of each of them is described. Methods for reducing the considered risks for optimizing the process of forming the axiological sphere of a student’s personality are proposed. The role of the scientific community and public authorities in the development and implementation of appropriate social technologies is characterized.

PSYCHOLOGICAL CAUSES AND FACTORS OF BOREDOM IN ADOLESCENCE

The article provides a theoretical analysis of the phenomenon of "boredom", which manifests itself in a state of severe mental discomfort, which develops due to the lack of external and internal activity, the weakness of self-regulatory mechanisms. It is noted that under certain conditions in the social environment, boredom can lead to various manifestations of delinquent behavior. The conclusions of theoretical works of scientists on the category of "boredom" in foreign and domestic psychology are considered. The main approaches in the study of the phenomenon of boredom are analyzed, which emphasize that boredom provokes aggression, risky behavior, attraction to extreme sports and such addictive behaviors as alcohol and drug abuse. It is established that for the first time we paid attention to the concept of boredom in the psychoanalytic direction in which boredom is considered as a state of instinctive tension, in which there is no instinctive goal. In the works of the classics of human psychology, boredom is seen as an innate characteristic that is inherent in all people and determines human behavior and development, and the tendency to boredom is inherent in young people who seek substitutes for true values. The causes of boredom are considered, namely the predictability and monotony of events, the lack of interesting incentives in the environment, social isolation, loneliness, sensory deprivation and monotony. It was found that the behavioral signs of boredom in educational activities are a decrease in cognitive interest, superficial attention, increased fatigue, indiscipline; weak motivational involvement and low initiative in the classroom. Scientific ideas about psychological factors of boredom are expanded, the model of which includes ideas about boredom, value-semantic sphere, personal characteristics, external and internal conditions.

Философия стоицизма в процессе формирования ценностно-смысловых ориентаций курсантов образовательных организаций МВД России

The purpose of the study is to offer for consideration the stoic concepts of the ancient philosophical school of the stoics in the modern aspect of applying its foundations and ideals in the process of forming the value-semantic orientations of cadets of educational organizations of the Ministry of Internal Affairs of Russia. The article deals with the creation of pedagogical conditions for the formation of a value-semantic orientation in the training of cadets of the educational organization of the Ministry of Internal Affairs of Russia in conjunction with the heritage of ancient philosophical thought, a brief history of stoicism as a direction of philosophical thought of antiquity, the basic principles of stoic ethics, their relevance at the present time and their possible application in the formation of the value-semantic sphere in the training of future law enforcement officers, attention is focused on the loss of value orientations in the post-Soviet era, on the need to develop pedagogical conditions that contribute to the formation of a morally mature personality. Scientific novelty lies in the study of the issue of introducing the heritage of the philosophical thought of the Hellenistic period of antiquity into the modern educational and educational process in order to form spiritual and moral values among students. As a result, interrelated elements have been identified that actualize the application of the philosophical tradition of antiquity in the modern aspect of the formation of a morally stable personality, through the development of moral guidelines, a necessary element of which is the creation of pedagogical conditions that contribute to the formation of value-semantic orientations when teaching cadets of an educational organization of the Ministry of Internal Affairs of Russia.

FORMATION OF VALUE ORIENTATIONS OF FUTURE SPECIALISTS OF SOCIONOMIC PROFESSIONS IN THE CONTEXT OF INTERCULTURAL EDUCATION

In the XXI century it is becoming increasingly important to understand the essence of multiculturalism and intercultural component of education. The report of the UNESCO International Commission on Educational Development states that in modern conditions the purpose of education is being reconsidered in the context of global challenges (globalization and migration processes). This requires increasing attention to the process of formation of value orientations of the specialists of socionomic professions in the process of professional training in higher education institutions of Ukraine. The purpose of the study is to carry out a theoretical analysis of the formation of value orientations of the future professionals of socionomic professions in the process of intercultural education. Research methods include systematization and analysis of scientific and pedagogical literature, comparison, classification, generalization. The theoretical analysis of the formation of value orientations of future specialists in socionomic professions is considered in the context of the implementation of intercultural education in higher education institutions of Ukraine. The authors concluded that the process of formation of intercultural competence is a psychological mechanism for transforming the value-semantic sphere of personality into something new, namely the emergence of new value orientations, beliefs and attitudes that reflect the values of intercultural society. In the process of intercultural education the axiogenesis, culturogenesis and sociogenesis are activated and accelerated, which directly affects changes in the value-semantic sphere of students' personality, their value orientations, beliefs and attitudes. Our axiological approach in substantiating the socio-psychological foundations of the process of forming intercultural competence of future specialists of socionomic professions is also based in axiopsychology of higher education, as a direction in socio-psychological research, which allows to shift the vector of intercultural education from external aspects of learning internal factors of activation of the value-semantic sphere, self-organization of educational and cognitive activity of students.

PEDAGOGICAL SUPPORT OF THE SPIRITUAL AND MORAL FORMATION OF THE FUTURE TEACHER IN THE COURSE OF MASTERING THE SUBJECT «PEDAGOGICS»

Introduction. The article considers a significant problem of the formation of spir­itual values of students of pedagogical universities as a peculiar marker of their spir­itual and moral education.
 The purpose of the article is to study the methods of pedagogical support of the spiritual and moral formation of the future teacher.
 Methods. M. Rokich’s test «Value Orientations», the author’s survey methodology-essay «Your Opinion» revealing students’ attitudes to the effectiveness of the forms used in the organization of their educational and cognitive activities.
 Results. The forms and techniques of the curricular activities (creation and presentation of the «personal pedagogical coat of arms», project-presentation «My favourite teacher», «listen – draw») and extra-curricular activities (diary of the student’s independent work, business and role-playing games, «Pedagogical Club», «Pedagogical Workshop») have been identified as part of the development of the discipline «Pedagogics». Their identification is based on the theoretical analysis and empirical research. The positive effect of the given forms and techniques on the spiritual and moral formation of future teachers is also proved.
 Conclusion. The proposed and tested methods of pedagogical support of the spiritual and moral formation of the future teacher are an effective resource for the develop­ment of their value-semantic sphere.
 Practical implications. The results of the study can be used in the professional edu­cation of bachelors - future teachers in the teaching of pedagogical discipline.

The Relationship of Emotional State and Life-Meaning Orientations in Women's Mind During the Period of Adaptation to Parenthood

The relevance of the study is due to an increase in the number of emotional and affective disorders of young parents during the period of adaptation to parenthood. If we consider the expectation of a child and the period of adaptation to the role of a parent as a crisis situation when a woman is faced with the uncertainty of the future, with a change in her status, it seems important to consider the role of life orientations in socio-psychological adaptation to parenthood. The object of the study is the socio-psychological adaptation to parenthood of women. The subject of the study is the role of life-meaning orientations in the process of women's adaptation to the role of a parent. The aim is to determine the role of life-meaning orientations in the process of socio-psychological adaptation of women to parenthood. As a result of the study, it was revealed that there is a relationship between the emotional state and the degree of meaningfulness of life, resilience in women during the period of adaptation to the role of a parent. In the future, based on the results of the study, a correctional program will be compiled for the prevention of emotional and affective disorders in young parents. The novelty of the study lies in the fact that the correctional program will be aimed at working with the value-semantic sphere: working with the characteristics of the semantic sphere, it will be possible to correct the emotional state of women (the program will be designed for two months; there will be an opportunity to meet face-to-face or online).

Phenomenology of the professional crisis of the teacher during the online learning

The study considers the phenomenology of the professional crisis of the teacher personality in the context of the transition to online learning. Based on the analysis of the results of the theoretical and empirical research involving 170 teachers, it was established that the features of the professional crisis of the teacher personality are the transformation of the value-semantic sphere of the personality and the actualization of reflexive and anticipation processes. The results of the empirical research allowed for the first time to reveal the features of the professional crisis of the teacher in the context of the transition. The experimental group had the life efficiency indicator on the level 47.92 out of 100 points, while the control group – 69.59 points, which is not a much higher indicator. The results can become an empirical basis for the development of programs of psychological and pedagogical support for teachers experiencing professional crisis situations when implementing online learning programs.
 
 Keywords: biographical reflection, content analysis, online learning, professional crisis, teacher personality

РОЛЬ СИСТЕМЫ «Я» В СТРУКТУРЕ МЕНТАЛЬНОЙ РЕГУЛЯЦИИ ПСИХИЧЕСКИХ СОСТОЯНИЙ В ПРОЦЕССЕ УЧЕБНОЙ ДЕЯТЕЛЬНОСТИ

The key factor of successful educational activities, the relevance of behavior and mental states of students during the learning process is the conscious self-regulation and its mental mechanisms. The article presents the results of the research of the mental states regulation. According to A. O. Prokhorov model, the regulation process is a structure of relationships between mental states, characteristics of consciousness (representations, reflection, experiences, semantic structures) and external factors (situations, cultural space, lifestyle, social environment). The nodal regulating function in organizing the inclusion of the structures of consciousness in the self-regulation of states is performed by the self-system. During the study, in which first-year students took part, their individual traits were diagnosed that characterize the self-system (self-attitude, self-esteem), reflexive processes, value-semantic sphere, as well as the peculiarities of the respondents' regulatory activity (self-control, self-guidance, self-regulation methods, coping strategies). At the next stage, students described their current mental state, and assessed the effectiveness of own selfregulation in various situations of educational activity (lecture, seminar, exam). Using the factor analysis of the data the structure of the relationship between the characteristics of consciousness (components of the self-system, semantic structures, reflection) in the process of mental states regulation was revealed. The main components of the self-system are identified: cognitive (the sum of individual’s ideas about himself), emotional-value (self-attitude), behavioral (regulatory). The key role of the self-system in the regulatory process is revealed.

Contemporary Subject’s Identity

The paper is devoted to the problem of investigating the identity of a personality in contemporary philosophy. The author states that some factors (intensification of cultural and communicative exchange, population migration, information technologies) have led to a significant transformation of the phenomenon of identity at the civilizational stage. The presented points of view and approaches of contemporary philosophers (representatives of psychoanalysis, existentialism, etc.) that the author relies on indicate a crisis of identity. The author of the paper describes creativity, communication, reflection, value-semantic sphere, cultural and symbolic environment as the criteria of identity. The author also constructs her own model of the identity system based on the famous Russian researcher, G.P. Shchedrovitsky’s concept of the system, as the way to avoid a crisis of identity. The author comes to the conclusion that the identity of a modern person is wholly constructed, in contrast to the phenomenon of pseudo-identity. The results of the paper can be applied in sociology, cultural studies, psychology in the context of the problem of personal and collective identity.

Harmonizing Women’s Personality to Increase Their Satisfaction with Marriage

The article is devoted to the problem of the influence of the characteristics of the orientation of the personality as its backbone component on the family life of a person. It describes the results of a study of satisfaction with marriage, personality orientation, life-oriented orientations of women; correlations and connections between them, as well as the distinctive features of the orientation of women with varying degrees of satisfaction with marriage. It is shown that satisfaction with marriage is significantly lower in women with a predominance of personality orientation to the task than with a focus on themselves and others. Women who were characterized by independence, determination, strong will, restraint, unsociableness, calmness, self-confidence, high intelligence and were aimed at the best performance of work, achievement of the goal and the greatest productivity of activity, more often perceived their marriage as dysfunctional, not justifying their expectations and does not correspond to ideal ideas. Their striving for an ideal result, their readiness to sacrifice their own interests and those of their spouse for the sake of it worsened the emotional climate of the family, gave rise to intrapersonal and interpersonal conflicts, and reduced marital satisfaction. It is concluded that in order to increase the stability and harmony of marital relations, as well as to satisfy them, purposeful work is needed to harmonize the value-semantic sphere of women's personality by reducing their "obsession with tasks" in the process of performing professional activities, moving up the career ladder, as a result fulfilling them at any cost while developing a general focus on communication, interaction and communicative qualities of the individual, as well as faith in one's ability to control and change one's own life.

The influence of thelevel of education on the formation of the value-semantic sphere of the personality of convicts

The influence of thelevel of education on the formation of the value-semantic sphere of the personality of convicts

CIVIC EDUCATION FROM THE STANDPOINT OF VARIOUS THEORETICAL AND METHODOLOGICAL APPROACHES

Educating a citizen is an extremely difficult task, since this quality includes a number of basic civic qualities. In pedagogical science, there are several theoretical and methodological approaches to the problem of civic education of students. However, only the axiological approach is directly addressed to the value-semantic sphere of the child and therefore, from our point of view, is the most effective in the field of civic education.

POLITICAL CORRECTNESS AS A MECHANISM OF SOCIAL COHESION IN UKRAINIAN SOCIETY

The article emphasizes the processes of growing social role of the individual, humanization and democratization of society, dynamism of socio-economic and socio-cultural processes, their decentralization, integration, globalization, which indicate the importance of forming in civil servants a proper understanding of political correctness as a mechanism of social cohesion in domestic society. Today there is a variety of essential psychological characteristics of correctness as one of the effective mechanisms of social cohesion, which is an effective capacity for tolerance, mercy and characterizes the high level of maturity of the value-semantic sphere of modern man in general and civil servants in particular. In today's environment, the concept and content of political correctness are associated with a certain system of values and the problem of achieving them in society as a whole and in the public sphere in particular. It is emphasized that this process is characterized by the presence of certain contradictions and becomes especially relevant when the elements of different cultural principles begin to interact, first of all, freedom, justice, democracy, equality and humanism. It is established that a modern civil servant must correctly perceive the unity of modern society, the relationship and interdependence of everyone, respect the established rules of law, traditions, views of others, have a certain set of knowledge, find their place in social processes and public service, to work in the civil service without harming oneself, society, the state or another person. Political correctness as a mechanism of social cohesion of modern society determines the stability of human behavior, provides an understanding of the causes and ways of educating modern civil servants who will accept the values of "others", recognize the right of others to be themselves in relationships with others, work on themselves and more. It is proved that the changes taking place today in the public sphere cover all spheres of human life, requiring the appropriate formation of such a person who will have a tolerant, humane worldview, behavior and attitude to reality.

Psychodidactic foundations of the formation of adolescents' ability to understand lyric poetry

Problem and purpose. In the study of lyric works, there are tremendous opportunities to influence adolescents' personal formation, the development of their cognitive abilities, the enrichment of the value-semantic sphere. However, the insignificant progress of schoolchildren in understanding the lyrics during adolescence is noted, which is often a consequence of the dominance of didacticism in literature lessons. The research purpose is to determine the psychodidactic conditions for the development of adolescents' ability to understand lyric poetry. Methods. Theoretical and empirical methods were used in the study: operationalization of a theoretical construct, expert evaluation method, experimental research, qualitative analysis of written responses, statistical data processing (descriptive statistics, Kruskal-Wallis H test, Wilcoxon signed-rank test, Mann-Whitney U test). The total sample consisted of 311 students in grades 6-8 from four state general education schools in Moscow. Results. A system of psychodidactic principles and methods of developing adolescents' ability to understand lyric works has been created. The system is formed by the principles of open individuality, integrity, polylogueness, multidimensionality, value hierarchy. These principles are operationalized by highlighting the techniques for their practical implementation and are used as the basis for organizing the process of studying lyrics, as well as creating a psychodidactic textbook. The effectiveness of using the developed system for solving the problem was revealed: after training, the experimental group showed a statistically significantly higher level of understanding of poems, both in comparison with the results of the control group (p <0.01) and in comparison with their own results of initial diagnostics (p <0.001). Discussion and conclusion. In the course of the study, it was determined that psychodidactic conditions necessary for the formation of adolescents' ability to understand lyric poetry are, firstly, the organization of the process of studying lyrics based on the principles of open individuality, integrity, polylogueness, multidimensionality, value hierarchy; secondly, the inclusion of a psychodidactic textbook in the subject-subject interaction of the teacher and students, which determines the strategy and tactics of the activities modeled in it in the lessons of studying lyrics. The implementation of the specified conditions allows building the educational process taking into account the principles of adolescents' mental development, contributes to a significant interaction of a student with himself, the teacher, other students, the studied works.

Transformation of the Value-Semantic Sphere of Pathological Players in the Conditions of Rehabilitation

The spread of gambling addiction is one of the serious problems of modern society. A person involved in gambling creates preconditions for inevitable failure. Effective rehabilitation involves the reconstruction of the personality and aims to return the addict to a healthy and socially valuable life. The value-semantic sphere serves as one of the factors of psychological adaptation and the purpose of psychological correction of game addicts. The present research aimed to study the peculiarities of the transformation of the value-semantic sphere of pathological players in the context of a rehabilitation program. The research involved 42 pathological players undergoing a rehabilitation program for 6 months. We used methods: "Diagnosis of Interpersonal Relationships" by Leary; "Personality Time Perspective Questionnaire" by Zimbardo; "Meaning-Life Orientations" Leontiev; Stolin's Self-Ratio Questionnaire; "Morphological test of life values" by Sopov and Karpushina and personal data questionnaire. As a result of the study, the connection between the participation in the rehabilitation program and the change of the relationship profile of the pathological players to a more independent one was found. Changes in the time perspective of positive future, an increase of meaningfulness of life, an increase of the level of self-esteem, and a decrease of self-blame were revealed. The change of value from material provision to self-development and acceptance of oneself in the context of rehabilitation was revealed. As a result of the research, it was established that in rehabilitation conditions, the transformation of the value-semantic sphere of pathological players towards more adaptive is possible.

The role of value-semantic attitudes in the emergence and overcoming of emotional burnout in the aspect of subject genesis of teachers working with children with special educational needs

Introduction. The success of the professional subject genesis of teachers is largely determined by the level of development of their value-semantic sphere, the main content of which is represented by value-semantic attitudes. The problem of the role of value-semantic attitudes in the emergence and overcoming of emotional burnout of teachers of special education is relevant and little researched. We understand value-semantic attitudes as an expression of personal meaning in the form of readiness for activity and interaction. They act as an integral component of the semantic structure of the personality and determine the system of relations. Materials and methods. The teachers working at the Kursk boarding school for children with disabilities at the Kursk boarding school for children with disabilities (all participants are females aged 24 to 65; N = 45; duration of professional experience up to 43 years old) voluntarily took part in the study. Observation and conversation, as well as standardized techniques for diagnosing emotional burnout and value-semantic sphere of teachers were used from a number of empirical methods. Methods of mathematics statistics (descriptive statistics, correlation and regression types of analysis), implemented in software (“Statistica 11.0”), were used to process the research results. Results and discussion. It has been empirically proven that the desire of teachers for novelty (β = 0.580 at p = 0.009) and enjoyment (β = 0.590 at p = 0.0004), tolerance (β = 0.779 at p = 0.004) and submission (β = 0.903 at p = 0.001) increase the risk of emotional exhaustion and burnout. On the contrary, the orientation towards employment (β = -0.453 at p = 0.002), which brings joy and pleasure, as well as social recognition (β = -0.952 at p = 0.0000), self-discipline (β = -0.544 at p = 0.016), social competence (β = -0.952 at p = 0.0000), restraint (β = -0.762 at p = 0.0007), creativity and freedom (β = -0.653 at p = 0.005) can be considered as factors of overcoming emotional exhaustion and emotional burnout of teachers.

Text as a Means of Remote Psychological Counseling: Language and Semantics of Feature Blogs

Text is one of the main methods of interpersonal communication as it transmits values and meanings. The COVID-19 pandemic has made it an important tool of remote counseling. The research objective was to analyze the texts that psychologists use in remote psychological counseling. Methods of typology, content analysis, and comparison helped to identify the semantic content and linguistic means used in such texts. A questionnaire filled in by 40 psychologists who run feature blogs made it possible to study the psychological techniques they use for text-related counseling. Text proved to be an important means of diagnostics and therapy as it addresses the intellectual and value-semantic sphere of the recipient. Its psychological impact depends on its content and linguistic means. The texts of feature blogs revealed such techniques as interviewing, interpretation, self-disclosure, rapport, and psychological support, as well as metaphor-based fairytaleand bibliotherapy. However, techniques of text-related remote psychological counseling demonstrated a number of limitations. Therefore, therapists should inform clients about the limited efficiency of this method.

NEUROMARKETING IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT PHILOSOPHY

This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing end marketing ethics. The fact of deep systemic crisis of the modern civilization has been discussed by politicians, scientists and philosophers for at least last fifty years. Since then, more than forty of them have been published, that was base for the scientific thought development towards the formation of the concept of sustainable development of mankind. Self-healing changes are extremely slow, despite the enormous efforts of scientists, politicians and public figures. This is partly caused by the fact that in modern politics and economics the neuroscience achievements are used widely but these achievements are applied for narrowly selfish purposes that contradict the main goals and objectives of the concept of sustainable development. Therefore, it is relevant to turn to the analysis of a relatively new direction in modern economic science – neuromarketing, which is gaining the more influence in the society and is actively developing in use. As the world history experience shows, the most important prerequisite for the new civilization formation is a radical transformation of the spiritual (value-semantic) sphere of life. In turn, such transformation is unthinkable without the philosophical project of reconstruction and neoholism, the fundamental value of which is the eidos of harmony, can become such a project. In the modern world dominates the ideology of consumption, the products of which are the presence of fashion, wastefulness, profit orientation in decision making, etc. Consumption is the act of receiving goods or services. Overconsumption (or irrational consumption) that dominates in the world and is imposed by the entire marketing system is the phenomenon of receiving goods and services more than need – to a greater extent than a person needs. This is a dead end, because of which the entire system is going through a deep crisis. Some scientists believe that the way out of the crisis is possible through the interaction of science and economics, or rather neurosciences and economics, which leads to overconsumption of goods and services, which means the growth of incomes of large and medium-sized capital. Others see the way out in the new thinking development, a new philosophical paradigm, which must be introduced into the mass consciousness by means of education, thereby raising the level of consciousness and expanding the potential of a person. The most famous firms that have used neuromarketing techniques to achieve their goals are Coca-Cola, General Motors, Google Mars, Nestle and many other corporations. It is important to mention that the neuromarketing cost is increasing every year, for example, in 2015 the United States spent $25 billion on neuromarketing research. At the present stage, there are three main research methods in neuromarketing: electrical activity of the brain (EEG), oculography (eye movement, eye tracking) and analysis of facial expressions and non-verbal gestures. For example, in the evaluation process of the TV commercials effectiveness, specialists monitor the eyes and determine the speed of pupil movement. Analyzing the above, it can be argued that neuromarketing in the modern world is one of the leading and promising technologies for the society influencing. It is possible that its potential has not yet been fully formed and studied, but these studies are the highly paid item of expenditure in the large corporations.