multilingualism

Abstract. Studying language should be carried out together with other psychological processes because all of them have a connection with each other and influence. This research has the purpose of theoretically analyzing the concept of multilingualism and its varieties, empirically proving the influence of multilingualism especially on functioning aspects in the emotional and volitional sphere that is to susceptibility to stress and ability to self-manage.

The paper describes the changes of potential customers' language priorities in multilingual societies at the example of Ukraine. The case of Ukraine is interesting because of sharp changes in customers' attitude to other countries. It makes huge influence on customer behavior while buying goods: customers pay much more attention on the country of product origin.