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The Effect of charity and Advertising on Purchase Sports Products: Semi-experimental approach

Document Type : Research Paper

Authors

1 PhD Student in Sport Marketing and Media, University Of Kurdistan, Sanandaj, Iran

2 Assistant Professor, Sport Management Group, University of Kurdistan, Sanandaj, Iran

3 Assistant professor, Faculty of physical education and sport sciences, Allameh Tabataba'i University, Tehran, Iran

Abstract

The purpose of this study was to investigate the role of charity and advertising to purchase of sports products. The research in terms of purpose was an applied and In terms of the methodology was a Semi-experimental research. The statistical population of the study was physical education student 25-35 years old and the sample was 40 volunteers (20 men and 20 women). In order to provide research tool, images were adapted by two research strategies (charity and advertising). Validity of images was confirmed by 10 sports marketing experts. Enobio electroencephalography device, 20 channels, was used to record the waves. A questionnaire was used to measure purchase decision and self-assessment manikin were used to measure arousal. By considering the role of the frontal lobe in attention, the alpha and beta waves in this area of the brain were examined by F3, F4 and FZ channels. Data were analyzed by using of SPSS 22, Matlab 2013 b and descriptive statistics and inferential statistics including Friedman test and Binary logistic regression. The results showed that the changes of alpha and beta waves in the charity strategy were higher than the advertising fit. This strategy involves the brain in frontal lobe greater than the advertising strategy. Also Neurological psychological responses explain a significant percentage of consumer buying decisions. Therefore, marketers and researchers can use this finding in their promotion strategies to make their promotional activities more effectiveness.

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References
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Sport Management Studies
Volume 13, Issue 67
July and August 2021
Pages 63-88
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History
  • Receive Date: 04 November 2019
  • Revise Date: 17 February 2020
  • Accept Date: 27 March 2020
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