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In a sample of 60 people a study related to the brand wars depending on the level of indicators of aggression and hostility was carried out. Examples of print advertising were taken for the research. They represented examples of wars between Russian brands, and between foreign brands, as well as between Russian and foreign ones. It was found that respondents, whose level of physical aggression is severe, like the brand wars. Besides, certain examples of brand wars are chosen by respondents with rather high level of suspiciousness.

vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ psihologičeskie nauki/vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. seriâ: psihologičeskie nauki

PSYCHOLOGICAL ATTITUDE TO BRAND WARS DEPENDING ON DIFFERENT LEVELS OF PERSONAL AGGRESSIVENESS