ANALYSIS OF THE MAIN DETERMINANTS OF THE RUSSIAN CONSUMERS’ CURRENT MOOD

The socio-psychological phenomenon “consumer mood”, which is interpreted as an emotional and evaluative summary of the subjective understanding of the individual of various information elements that form the semantic structure of his implicit theory of consumption, has been investigated. A hypothesis has been put forward that the formation of the semantic field of the implicit theory of consumption of an individual is based on two system-forming factors: 1) the real purchasing power of the consumer, 2) the dynamics of his socio-economic status. In the event that both factors have negative actual indicators, the mood of consumer will be characterized by a negative emotional tone and high stability over time. The proposed hypothesis is confirmed by the revealing and analysis of the main determinants of the current mood of Russian consumers, and their subsequent comparison with the consumer sentiment index, identificated empirically

Research of the concept of polysensory branding and the possibilities of its adaptation to the web communication environment

The concept of polysensory branding and the problem of its adaptation to the web environment are investigated. The content specificity, genesis and psychological basis of the concept of polysensory branding are carried out. The article analyzed the «Smash your brand» technique, developed by Martin Lindstrom, in order to test the communicative effectiveness of the twelve components of the brand identity system, focused on different channels of perception. In order to scientifically substantiate the practical significance of the tools of polysensory branding and sensory marketing in an offline environment, the results of an empirical study conducted under the guidance of the author are considered. The empirical research is aimed at the identifying the impact features of the of the brand’s olfactory communication system on consumers. The study reveals the dependence of brand perception and consumer activity on the specifics of marginal suggestive aromatization of the store’s sales area. The problem of the limitations of sensory channels of brand communications in the web environment is studied, in particular, the impossibility of mechanical transfer of polysensory branding tools to the web environment due to technical limitations, as well as the peculiarities of the psychology of perception and behavior of online users. As a result of the conducted study, possible channels and tools for the implementation of brand polysensory web communications are identified and systematized, the author’s psychological model of the brand’s multi-channel communicative field is developed, which includes a mechanism for adapting offline channels of polysensory branding to the web communication environment

Competitiveness of city geo-brand assessment: selecting the research methodology

The article studies the problem of selecting the research methodology of a city geo-brand in order to identify the optimal methodological tools for assessing its competitiveness. The author’s interpretation of a city geo-brand concept has been offered, the features of a city geo-brand concept choice, algorithm of its assessment, and evaluation parameters diagnostics methods analyzed. The comparative analysis of the current geo-brand competitiveness estimation models has been made. The study concludes the main reasons for the variety of a city geo-brand estimation models and optimal type of competitiveness assessment ones along with approach to the choice of parameter estimation diagnostics methods and universal system of evaluation parameters development

Historical and sociological analysis of the development of the Russian society in transition as a social dissipative system in a bifurcation zone

The author of the article studies the phenomenon of a dissipative system, the patterns of functioning and development of social dissipative systems as well as their behavior in the bifurcation zone. The study is carried out through historical and sociological analysis of the specifics of the development of the Russian society during the transition period of the 1990s. A hypothesis is put forward that if the Russian society is a special case of a dissipative system, its development necessarily obeys the objective laws of development of dissipative systems; therefore, the dynamics of the system of the Russian society during a crisis period should correspond to the patterns of behavior of complex social dissipative systems in the bifurcation zone. Following the analysis of data from empirical sociological studies conducted in Russia at the end of the 20th century, the hypothesis is confirmed. A conclusion about the need for scientific substantiation of modern forecasts for the development of complex social systems through theoretical and methodological constructions of the general systems theory and the theory of self-organization is made

Analysis of the 21st century world community system global crisis from the perspective of the systems and self-organization theories

The article identifies and analyzes main determinants of the 21st century world community system global crisis from the perspective of the systems and self-organization theories. The study analyzes specifics of the world community as a complex social dissipative system functioning and development. Main determinants of the world community modern system entry into the bifurcation zone have been identified and analyzed. A comparative analysis of expert forecasts of trends in the 21st century world community system development, presented in the works of V.I. Vernadsky, N.N. Moiseev, S. Huntington, D.L. Meadows, M. Wackernagel, T. Malthus and neo-Malthusians, and United Nations experts, has been carried out. As a result of the study, the conclusions about possible scenarios for developing the 21st century world community system in the bifurcation zone have been formulated

The problem of violation of the system implementation of the psycho-semantic and psycholinguistic requirements for brand name

The analysis and systematization of psychosemantic, psycholinguistic, including phonosemantic requirements to the name of the trademark have been carried out, the problem of their unsystematic practical implementation have been considered. The article presents the results of an empirical study conducted by the author aimed at identifying the degree of psychological acceptability of the brand name actually existing on the Russian market. As a result of the analysis of the primary data, the author reconstructs the associative field of the diagnosed word-name, the specific semantic content of which proves the need for a preliminary check of the communicative efficiency of the brand name. The presented method can be used for practical purposes in the process of naming

Distributed teams: challenges and opportunities

A  geographically dispersed workforce poses new challenges for managers, which shift the focus from project management to managing distributed project teams. Adapting the company and its management to this evolution in the workplace, it is necessary to create an  environment in which remote team members interact productively. Distributed work requires operational flexibility from companies, which is characterised by  greater susceptibility to changes in their markets, to new emerging customer requirements and new competitive threats. The article is devoted to the identification of factors contributing to the transition of companies to the distributed workforce, the advantages of this type of work, and the difficulties that companies will face

The characteristics of legal language taking the psychological aspect

The authors study the features of the of legal language use in the conditions of socio-political transformations. The use of various legal terms in the revolutionary periods of the formation of the Russian state and law from the beginning to the end of the twentieth century is analyze

Procedure for preparation, certification, and storage of a seed lot of the <i>Mycobacterium bovis</i> BCG-I (Russia) vaccine strain

To date, the Bacillus Calmette–Guérin (BCG) vaccine has been the only medicinal product for active mass childhood immunisation against tuberculosis in the Russian Federation. Industrial-scale batches of the BCG vaccine are manufactured using a seed-lot system, which provides for producing the vaccine for civil circulation from a single batch of seed material, a lyophilisate of Mycobacterium bovis BCG. National and international documents touch upon the evaluation of BCG vaccine seed material in terms of its quality attributes in small separate sections containing brief descriptions and/or lists of attributes and control methods. It is relevant to bring together the information on receipt, certification, and storage of the inoculum (the seed lot) for production of the Russian BCG vaccine. The aim of the study was a comparative assessment of the main characteristics of and control methods for the inoculum of the Russian vaccine strain, M. bovis BCG-I, set out in the national and international requirements for BCG vaccines. The article summarises literature data on the history of BCG substrains and the variability of their characteristics and presents a brief account of the origin of the Russian BCG-I substrain. It considers the control methods specified in the national and international requirements for the inoculum for the BCG vaccine. The study demonstrated the practical possibility of identifying BCG down to the substrain level with subsequent determination of genetic properties that characterise genomic stability of the substrain. The article presents the results of the comparative analysis of data on stability of lyophilisates of M. bovis BCG-I seed lots (Russia). Particular attention is paid to biological methods for controlling the seed lot (determination of residual virulence, including BCG survival) and the immunobiological method for controlling BCG for the absence of the genes responsible for virulence antigen expression (animal skin tests with Diaskintest®). The authors concluded that the control of stability of genetic and biological properties throughout the entire period of seed lot production and storage makes it possible to obtain BCG vaccines that meet all the regulatory requirements

Эпидемическая ситуация по туберкулезу среди детского населения Саратовской области (2015-2019 гг.)

Subjects and Methods. Incidence and prevalence of tuberculosis among children and adolescents in Saratov Region were retrospectively analyzed for 2015-2019.Results. The incidence of tuberculosis in children reflects general trends in the epidemic situation over the years in Saratov Region. In this region during 10 years of monitoring, tuberculosis incidence among children decreased 4 times by 2019 and it made 2.3 per 100,000 population, and among adolescents, it decreased 1.6 times (16.3 per 100,000 population). The number of children with post-tuberculosis changes detected for the first time increased 3 times in 2019 versus 2015, and the number of adolescents increased 4.5 times not only due to transition to tuberculosis screening in children aged 8-17 years old by skin test with tuberculosis recombinant allergen but also to the examination of children by computed tomography. The incidence in children followed up as Group IVA in 2019 was 15 times higher than this rate in the overall pediatric population. Analysis of the number of children and adolescents who developed tuberculosis and followed up as Groups IV and VI in 2015-2019 showed that the number of children ill with tuberculosis in Group IV was 3 times higher than the number of children in Group VI.Цель: показать динамические сдвиги в эпидемической ситуации по туберкулезу среди детского населения Саратовской области за последнее пятилетие (2015-2019 гг.).Материалы и методы. Проведен ретроспективный анализ показателей заболеваемости, распространенности туберкулеза среди детей и подростков в Саратовской области за 2015-2019 гг.Результаты. Заболеваемость туберкулезом детского населения является отражением общих тенденций в эпидемической обстановке, складывающейся годами в Саратовской области. Показатель заболеваемости туберкулезом детей на территории за 10 лет наблюдения уменьшился к 2019 г. в 4 раза и составлял 2,3 на 100 тыс., а подростков – в 1,6 раза (16,3 на 100 тыс.) Число детей с впервые выявленными посттуберкулезными изменениями к 2019 г. увеличилось по сравнению с 2015 г. в 3 раза, а подростков ‒ в 4,5 раза, что обусловлено не только переходом на скрининг туберкулеза у детей в возрасте 8-17 лет по кожной пробе с аллергеном туберкулезным рекомбинантным, но и обследованием детей методом компьютерной томографии. Показатель заболеваемости детей при наблюдении в IVА группе учета в 2019 г. был в 15 раз выше данного показателя среди всего детского населения. Анализ числа заболевших туберкулезом детей и подростков, наблюдаемых в IV и VI группах диспансерного учета, за 2015-2019 гг. показал, что число больных туберкулезом детей в IV группе в 3 раза выше количества лиц детского возраста, наблюдаемых в VI группе