The use of gender as a marketing strategy for market segmentation requires consideration of gender differences in information processing. This would increase the effect of advertising campaigns by adapting them to the dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 to 25 years, users of functional mobile products. The aim of the study is to determine the extent to which gender determines positive and negative advertising responses, identifying subjective judgments. The results of the research are empirical confirmation of some basic hypotheses of the Selective model of information processing in advertising messages: objectivity in the processing of information by men and subjectivity in the processing of information by women; selectivity in the perception of the attributes of the product by men and integrity - by women and a stronger willingness to use new products by women than by men. The present study offers an empirical hypothesis that women form positive responses to a larger number of signals in advertising, while men form negative responses to a larger number of signals in advertising messages. Satisfaction is proving to be a very important factor in advertising responses for both sexes, as it is a stronger factor for women, and men’s frustration with a mobile product is stronger than for women.

Introduction. The problem of improving competence by means of continuing education of health specialists is not sufficiently discussed and studied, especially in terms of medical laboratory assistants. The emphasis of the present study is on the ability to update achievement motivation of laboratory assistants through new opportunities and forms of continuing professional education. Their interest in continuing education indicates an aspiration for improving their professional competence with respect to innovative professional practices including dynamically changing methods, technologies and devices facilitating health examinations that reflect the highly significant results of their work for the health and life of their patients.The aim of the present research is to study the achievement motivation of students and medical laboratory technicians and its influence on the main variables and descriptors of the attitude towards continuous learning.Materials and research methods. The studied persons represent three target groups involved in continuing professional education - in-service medical laboratory assistants, heads of medical laboratories and students enrolled in the programme of Medical Laboratory Assistant at Bulgarian medical colleges. The methodological tools comprise standardised psychological tests, as well as questionnaires developed for the purposes of the specific study.Results and scientific novelty. The main results support the thesis that motivation for achievement is updated in activities and situations where professional success is subjectively important and there are clear criteria of success or failure. The interest in continuing education depends on the motivation for achievement as a tendency in various individuals.The higher achievement motivation determines a stronger need to improve professional competences, aspiration to acquire a graduate degree in their professional field, preferences to specialisations as a form of continuing learning and understanding of continuing education as a manifestation of the desire for new knowledge.The results from the study may enrich the existing research data on the application of achievement motivation theory as an explanatory model of life-long learning behaviour, which may become an effective way to tackle the rapidly ageing and half-life of knowledge in medicine and technology.Practical significance. The applicability of the results is very clearly visible in the formulated thesis of the necessary change in the educational policy in the country through new forms of continuous education of medical laboratory assistants which would update their achievement motivation and would result in increase in the efficiency of their professional functioning.

In this artcicle is shown an exchange of Bulgarian words with English ones on a large scale and the way they settle in our native speech. An accent is pointed to the use, frequency and reasons for entering of Anglicisms among politicians as well as younger generation. For the realization of the target an online survey was conducted on social networks, with a sample based on availability. The common results show that Anglicisms, enter aggressively in the Bulgarian language and this is due mainly to the work with information technology, the operativeness of speaking and their presence in the media. A higher level of English proficiency affects the increased use of foreignisms in most people. There is a short backward glance to the past and a hope for cleaning the language from entering foreign words and self-awareness.

The objective of this article is to study and analyze the influence of burnout syndrome on the "work attractiveness" in social workers. For the purposes of the analysis, an empirical study was conducted among 170 social workers from 142 social services in Bulgaria. The data from the study confirmed though partially but statistically significant, the dependence of work attractiveness on the parameters of the occupational burnout syndrome in the professional social work practice. The following tendencies have been outlined: - Influence of the “occupational burnout syndrome” in the part of emotional exhaustion on the work attractiveness. The high level of emotional exhaustion does not presuppose low work attractiveness, just the opposite. - Influence of the “occupational burnout syndrome” in the part of emotional exhaustion on the probability of leaving. The dependency between the high emotional exhaustion and the low work dissatisfaction precondition a higher probability of leaving. - Influence of the “occupational burnout syndrome” in the part reduction of personal achievements on the work attractiveness. The high reduction determines the higher level of occupational dissatisfaction. Our study shows that specification of social work depends both on the conditions of labor and the personal qualities of the social workers.

The purpose of this article is to study the priority motivation values of the social workers in Bulgaria and the factors influencing them. The study covers 205 social workers, participating voluntarily and anonymously. The Schwartz questionnaire: The Portrait Values Questionnaire (PVQ) was used, adapted by Karandashev (2004). The factor influences between the most significantly manifested values of the social workers and the parameters age, sex, education, improvement of the qualification, work experience, choice of profession and need for specific knowledge and skills were verified. It has been found out that only the parameter ‘choice of profession’ has an influence on the value of “benevolence”. The results of the study show that the priority values of the social workers coincide with the mission and purpose of the social work and confirm the results of other researchers.