PRINCIPLES OF ETHICS OF PSYCHOTEMPORARY MARKETING: ESSENCE, ASSESSMENT OF COMPLIANCE AND IMPACT ON PUBLIC RELATIONS

Abstract

The article addresses the issue of ethical compliance when using psychotemporal marketing tools and technologies in the modern digital communication environment. It is argued that, unlike traditional approaches to assessing the ethics of marketing messages, psychotemporal marketing involves influence not only through the content of information, but also through psychological mechanisms of perception of time, rhythm, pace and repetition of communications. It is emphasized that the use of time triggers, urgency effects, algorithmic timing and sensory reinforcement of marketing stimuli expands the field of ethical analysis and increases the responsibility of companies for the consequences of communication influence. The author's vision of the key ethical principles of psychotemporal marketing is proposed, in particular transparency, respect for consumer autonomy, responsible use of digital tools, reflexivity, prevention of manipulative practices, formation of long-term value. A scientific and methodological approach to assessing the level of compliance with the selected principles is substantiated, which involves an expert assessment of four dimensions of psychotemporal communications – temporal design, sensory intensity, cognitive load and transparency and behavioral dynamics. A set of indicators for the relevant dimensions, a scale for their evaluation and a matrix for interpreting the results obtained are formed. It is proven that compliance with these principles contributes to the formation of trust from various groups of stakeholders, strengthening the reputational stability of the company and increasing the effectiveness of public relations. It is concluded that the ethical component of psychotemporal marketing is strategic in nature and should be considered not as a limitation of marketing efficiency, but as a factor of long-term competitiveness and a tool for harmonizing short-term marketing goals with the reputational and institutional interests of the company. The next stage of the research was chosen to empirically test the developed methodology in the B2C markets.