INNOVATIVE QUALITIES MANIFESTATION IN TERMS OF ADVERTISING REPRESENTATIVES’ INTERPERSONAL INTERACTION

One of the important conditions for the success of advertising representatives is individual psychological features that promote interpersonal interaction in the process of innovation. The paper aims to examine the features of innova-tive qualities of advertising representatives and determine their role in interpersonal interaction. Innovation is consid-ered as the activity aimed at creating new original products. Its success depends on the creativity of the individual. At the same time, innovation is realized at the cognitive and behavioral levels. Interpersonal interaction is regarded as the appropriate contact, due to the spatial-temporal closeness of the subjects. According to the results of the empirical study it has been found that such innovative qualities as creativity, risk for success, orientation to the future, etc. are mature in the respondents. And the most mature quality in them is creativity. The majority of successful advertising representatives often use the same types of interpersonal interaction as authoritarian, selfish, and benevolent. The correlation analysis has shown the existence of direct correlation relationships between the authoritarian type of inter-personal interaction and risk for success, as well as the innovation index. A direct correlation relationship has been also found between the benevolent type of interaction and creativity and the orientation towards the future. A correlation relationship between the selfish type of interaction and the orientation towards the future and the general index of innovation has been also found. Besides, there is inverse correlation between the subordinate type of interaction and creativity and risk for success, as well as between a dependent type of interaction and risk for success and a general innovation index. Other types of interpersonal interaction do not have statistically significant correlation relationships with the innovative qualities of the respondents. The obtained results give grounds to state that the innovative qualities of advertising representatives are connected with the types of interpersonal interaction.