Савельев К.А. Причинная интерпретация результатов выпускников при восприятии рекламы образовательных услуг

Научная статья
УДК 659.1.013
https://doi.org/10.24158/spp.2026.8.5
 

Причинная интерпретация результатов выпускников

при восприятии рекламы образовательных услуг

 
Кирилл Алексеевич Савельев
Московский институт психоанализа, Москва, Россия,
kirill.savelev.1998@mail.ru, https://orcid.org/0009-0001-2025-0440
 
Аннотация. Статья посвящена причинной интерпретации профессиональных результатов выпускников при восприятии рекламы образовательных услуг. Проблема состоит в том, что сведения о трудоустройстве, доходе и карьерном продвижении фиксируют достигнутый результат, но сами по себе не позволяют определить вклад образовательной программы в его возникновение. Объектом исследования выступает восприятие адресатом сведений о результатах выпускников в рекламной коммуникации. Цель статьи – теоретически обосновать модель атрибуции этих результатов. Использованы методы теоретического анализа и синтеза отечественных и зарубежных исследований многопричинности профессиональных результатов и закономерностей каузальной атрибуции. Показано, что адресат может связывать наблюдаемый успех с программой, характеристиками выпускника и внешними обстоятельствами, а доступная информация изменяет конфигурацию таких объяснений. Научная новизна состоит в интеграции исследований профессиональных результатов выпускников с психологией причинных суждений применительно к образовательной рекламе. Сделан вывод, что субъективная оценка эффективности программы может зависеть не только от наблюдаемого результата, но и от его причинного объяснения.
Ключевые слова: социальная психология, образовательная реклама, образовательная услуга, восприятие рекламы, результат выпускника, каузальная атрибуция, эффективность образовательной программы
Финансирование: инициативная работа.
Для цитирования: Савельев К.А. Причинная интерпретация результатов выпускников при восприятии рекламы образовательных услуг // Общество: социология, психология, педагогика. 2026. № 8. С. 41–47. https://doi.org/10.24158/spp.2026.8.5.
 
Original article
 

The Cause of Interpretation of Graduate Outcomes

in the Perception of Educational Services Advertising

 
Kirill A. Savelev
Moscow Institute of Psychoanalysis, Moscow, Russia,
kirill.savelev.1998@mail.ru, https://orcid.org/0009-0001-2025-0440
 
Abstract. The article is devoted to the causal interpretation of graduates’ professional outcomes in the context of perceiving advertisements for educational services. The problem lies in the fact that information about employment, income, and career advancement records the achieved result, but on its own does not make it possible to determine the contribution of the educational program to its emergence. The object of the research is a recipient’s perception of the data on graduates’ outcomes in advertising communication. The aim of the article is to theoretically justify a model of these outcomes attributing. The methods of theoretical analysis and synthesis of domestic and foreign studies on the multi‑causality of professional outcomes and the patterns of causal attribution were used. It has been shown that a recipient may attribute the observed success to the program, a graduate’s characteristics, and external circumstances, while the available data changes the configuration of such explanations. The scientific novelty lies in the integration of investigations on graduates’ professional outcomes with the psychology of causal judgments as applied to educational advertising. It is concluded that the subjective assessment of the program effectiveness may depend not only on the observed result but also on its causal explanation.
Keywords: social psychology, educational advertising, educational service, advertising perception, graduate’s outcome, causal attribution, educational program effectiveness
Funding: Independent work.
For citation: Savelev, K.A. (2026) The Cause of Interpretation of Graduate Outcomes in the Perception of Educational Services Advertising. Society: Sociology, Psychology, Pedagogics. (8), 41–47. Available from: doi:10.24158/spp.2026.8.5 (In Russian).

© Савельев К.А., 2026

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