Business psychology in the system of forming a communication strategy for external interactions of entrepreneurship development institutions

Abstract

The article aims to investigate the psychological factors that determine the effectiveness of forming the communication strategy for external interactions of entrepreneurship development institutions (EDIs), as well as to substantiate a model for integrating business psychology into modern communication approaches. The relevance of the work is due to the insufficient level of utilization of behavioral and psychological tools in the activities of Ukrainian institutions, which limits the effectiveness of their interaction with the entrepreneurial environment. The research methods included the systematization of scholarly sources, comparative analysis of communication models, behavioral economics methods, content analysis of the practices of entrepreneurship development institutions, and modeling of psychological factors influencing communication processes. The application of a comprehensive approach allowed for the identification of the structural components of the psychological communication model, revealing key cognitive and motivational parameters that shape the reactions of entrepreneurs to external signals from EDIs. The research results present a comparative characteristic of the main models of communication strategies, determining their strengths and weaknesses in the context of interaction with entrepreneurs. It is demonstrated that in most Ukrainian institutions, communication remains oriented towards information transmission rather than managing the audience's behavioral reactions. A low level of integration of psychological triggers, inadequate segmentation of target groups based on motivational models, and limited application of behavioral economics principles were established. The author's developed scheme of psychological factors confirmed the importance of trust, emotional perception, cognitive biases, value orientations, and individual needs of the entrepreneur in forming the communication strategy. Based on the generalization of the obtained results, recommendations were formed for improving the communication activities of EDIs, including the implementation of psychologically-oriented narratives, behavioral tools, and the development of staff competencies in the field of business psychology. The conclusions confirm that the integration of psychological mechanisms into communication strategies is a necessary condition for increasing the effectiveness of external interactions of entrepreneurship development institutions. The proposed model and recommendations can be used to form new approaches to strategic communications focused on the behavioral features of entrepreneurs and the specifics of the modern economic environment.