ATTENTION TRIGGERS: USING PSYCHOLOGICAL TOOLS TO ENGAGE AUDIENCES

The article examines the main methods of psychological influence in the context of their impact on people’s opinions, behaviour and reactions to certain types of manipulations and triggers. The authors analyse the types of user scenarios, psychological approaches and techniques that can be used as part of developing an audience engagement strategy. Examples of manipulation and psychological influence on the audience with the help of social networks are demonstrated, and also the technology of ‘Eye tracking’ as an element of the system of analysing the user’s eye movement trajectory is considered.